EV logo
Creative_NRG (484 points) | Fri, 2007-10-26 14:17
A client came to me in search of a logo for a new line of bras he has researched and developed over the last 7 years. I became intrigued by some of the research that suggests current bras actually contribute to breast cancer by how they are designed. He referenced some study in parts of South America where they witnessed breast cancer rates near zero jump to American levels after women started wearing bras.
He poured huge effort into a new microfiber design and cup support with no underwire. It's a revolutionary shift away from current designs from what he stated and wanted a new identity.
The name of his company is Élan Vital and the dictionary gives you the following frame of reference.
Energy, style, enthusiasm, essential, absolute necessity, lively, beautiful, bodies important organs, and indepensable to the continuance of life.
Obviously I wanted this to be extremely feminine but rather than spell out the entire concept I was hoping for an uncontaminated reaction from the initial design as I work on other ideas and type refinement.
I'd love to hear perspective on what you see and whether I'm heading in the right direction or way off base. Thanks in advance for your critical eye and insight.
I think the letter combo you used in the first and last one sort of resembles a flower or a heart, which I like, and creates a very feminine symbol. I'm not sure how I feel about the type, I think it bothers me that some letters are connected and other not. I'd also like to see other color possibilities. Not that pink is bad, it's just the first color everyone jumps to for something feminine.
It's a good start. Nice work
www.alessandraandy.com
Thanks for the feedback Ollie. (I'll return the favor on your logo set soon)
I agree that using pink is very obvious but I'm torn with the fact that pink has become the 'universal' color to signify the fight against breast cancer. That is a major aspect of importance with these bras and I'm not sure the client will let me deviate. (His sister is a survivor of breast cancer and together they've been on a mission to change bra design. I believe he plans on giving 35% of the proceeds to breast cancer research)
I'll continue to work on this and will definately be trying other colors and type combinations.
P.S. - I'm glad to hear the 'flower - heart' aspect is coming through in the mark. Hopefully others will catch the third 'hidden' element in the 'ev' logo.
i would definately not use the ligatures. The ligature of the E and L is very unecessary and demands too much attention. I think the logo mark is very nice though....especially the first one. Good work!
Good point and I'll be correcting that in the next round. For some reason I really struggle with getting the typography right and often over think that aspect of the design.
If anyone has alternative typeface options that may be more appropriate I'm open to giving it a shot.
It may just be me, but after reading the description, the mark looks like a breast in profile (mainly the "e") where the bottom loop of the "e" overlaps and looks like a nipple. Intentional? If others see this, it may be seen as offensive I suppose or at least suggestive. In this case, I think it's the "nipple" that may seem inappropriate more than the breast-like shape.
Oh, these are a good start!
I'm liking the mark from number three and the font from number two, however, the kerning is bothering me. More specifically, "ELA" and "VI". I think that though the font is sharp, it contrasts well with the curvier shape of the mark.
I would agree with Stack, the ligature on the other fonts is distracting. As far as a breast profile, I didn't see one until I looked for it. (Even then, it wasn't obvious to me.) It looks more like a heart to me. I think if the client is going to donate a fair portion to breast cancer research, pink is appropriate - besides, with this kind of mark, color never has to be set in stone.
Great work as always, NRG. ;) I'd love to see future versions.
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Perfectly Lost Designs
"…the Web design community is hopelessly distracted by technical fetish." ~Andy Rutledge
I'm not a fan of the font, which feels "computerized" to me. The bottom ev mark is very nice. I suggest a font like TheSans in italic - semibold or plain. For me, the pink is right on!
I like the middle one.
Try using the font with a brown background, I think it might look even cooler, but i'm not sure. :D