Fin-Tek
CheeseVonQueso (10 points) | Tue, 2009-01-06 23:21
Logo design for a water management company. Requested incorporation of an ozone molecule. For a contest on 99designs.

Logo design for a water management company. Requested incorporation of an ozone molecule. For a contest on 99designs.
Photoshop: From Ho-hum to Wow!
You can use Photoshop to bring out the magic of photos that are muddy, soft, or blandly composed.
watch a preview
On Demand Videos: Video tutorials for advertising pros and designers providing tools and information you can trust — and use — on your very next project. Subscribe today!
Very nice mate. I like the fin - tek in simple Helv. Actually that "e" doesnt look like Helvetica. What is that font?
However - I think the text underneath is shitty and needs to be tidied - to be blunt!
Why not keep with same sans? Tighten up the kerning on everything too. Gives it class.
Good start.
----
BRANDING | PRINT | WEB
www.jhousedesign.com
----
"Did I really try to find an "undo" button on a vending machine?"
Jack
----
BRANDING | PRINT | WEB
www.jhousedesign.com
----
Definitely fix the text under fin-tek.
fin-tek needs to be kerned...too much space between the "i' and "n" now also could probably afford to tighten up the hyphen too. Not sure if the gradient in the water molecule is working, I really like the black and white one best. Good luck!
www.abovegraphicdesign.com
My Magazine Jewelry Site:
www.rpscreations.com
But I would not include the website or phone number in the logo. Start with the wordmark and icon, get those right, then add the tagline. Make it so that it works with or without the tagline, then put the numbers on the business card or other signage.
I would also try flipping or changing the shape of one of the water droplets. They look too uniform. Play around with pulling the wordmark and icon together more by making them look more like one unit. Maybe dot the "i" with another droplet (that could be cheezy, but why not try), give the droplets a chunkier feel to fit with the type more, or use the same hyphen for "fin-tek" as you have connecting the water droplets. Just ideas...feels like they need a bit more unity.
The text under the logo shouldn't be part of the logo. You can get rid of it. Later, in laying out ads, business collaterals and so on where this info needs to appear, you can work with it in a complimentary typeface -- NOT the one you use for the logo itself, and not massed with it.
I would ask you to consider using the "fi" ligature for the f and i. Do watch the kerning between it and the n
The k seems disproportionately large to me in this font; it almost seems that you've stroked it. I'm not wild about that font, in any case. It's too stiff and dull for such a progressive company.
Eliminate the gradients in the water drops. They will not "read" in many of your applications, and will add production cost to almost everything you have printed for the client, without doing much to enhance the logo. In some media, the attempt to get the gradient in there will be really cheesy -- I'm thinking ads in publications with high-porosity paper -- and that will reflect badly on you. as well as the client.
If you're referencing an ozone ring with the lines that join the water drops, is that going to drive scientists nuts? I've had science company clients who get picky about stuff like that. Prepare yourself to defend your choice on that matter, should it arise in your presentation.
With a few tweaks, this can be a fine logo.
Mara
Mara