elemental ocean - take 2
This is a follow on to a previous critique (http://creativebits.org/logo_for_aquarium_company). It is a logo for a company building small, nano, gorgeous living reef aquariums. They provide all-in-one kind of setups (think mac of the aquarium world) that just work and are beautiful.
As usual the comments on the previous sketches were great. Playing with an idea Ivan suggested led me to the latest. I thought I would share and see what the wisdom of the crowd says.
In the previous designs I focused on using "e" and "o". It is barely recognizable in these, though it is still there.
It seems to work in grayscale as well, though I'm sure the dot gain of a fax machine will turn it into a nice blob.
The contrast is low but I think it adds to the discovery you get by looking closer. Just like the discovery of looking at a living reef for a little longer. You start to see things you didn't before.
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Not working for me.
First of all, it will get slaughtered in printing - there is not enough contrast, and this logo could never work in black and white. There is no "discovery" about not being able to recognize a logo, sorry.
Second, the kerning & tracking are awkward - for example in number one, the "al" almost looks like a "D".
I don't know exactly what the wavy lines are supposed to be - they could be waves, but they look like fish to me. That creates a almost sad image in my mind - of too many fish crammed in a little cup at Walmart - not a huge ocean, which is suggested in the name.
Sorry to be so blunt, but I think it's time to start again. The biggest suggestion I can make is stop using color completely. You did it in your last logo selection, and you did it in this one. Start in black and white. No, not even grayscale. Once you find the one that wins that round, then start adding a little color.
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Perfectly Lost Designs
"…the Web design community is hopelessly distracted by technical fetish." ~Andy Rutledge
Try the logo in black and
Try the logo in black and white first to make sure it will work in all applications.
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Powerpoint is not a design application
Try somthing without
Try somthing without elemental. It's too out of place, everyone knows the 4 elementals, Which brings people to ask why you put ocean instead of water. Ocrean is a container of an element. I don't get what the logo is trying to advertise
Also when I think of
Also when I think of 'elemental' I think of a strong, earthy robust font rather than the thin sans serif you've chosen. Try some stronger fonts, sans serif, for this on your next pass.
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Powerpoint is not a design application