Hi all, I've got a good logo and am trying to get some harmony with it and the type. The top version is using a modified Futura and the bottom is almost untouched Locator. Please help me decide :)
Cheers!
The company is a machining/component design shop. The logo is a modular component with it's form form sharing mechanical shapes.
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Try combining the A&S from the top version and the DESIGN from the bottom one.
"Without deviation from the norm, progress is not possible."
— Frank Zappa
"Art -- the one achievement of Man which has made the long trip up from all fours seem well advised." - James Thurber
3dogmama, I usually agree with your "take" on things, but I don't get this suggestion at all. Why not a more complimentary font, maybe even just ann extra-bold or black version of the thin font, or maybe even something completely different? I don't see the advantage -- but then, it's been established that I see things very oddly sometimes ;-)
Mara
Hey Mara,
If we didn't see things differently as creatives we wouldn't be good at what we do. :)
My reasoning behind the differing weights on the two bodies of text were that if DESIGN was also bolded up it might overpower the A&S, and I'm thinking the initials might mean more to the owner than the word DESIGN. (my past experience of working with a company named after the owner's wife and daughter).
Cheers.
3dog
"Without deviation from the norm, progress is not possible."
— Frank Zappa
"Art -- the one achievement of Man which has made the long trip up from all fours seem well advised." - James Thurber
That's almost eery, it's owner and his wife...
Oh yes, I get that. I just thought the two different fonts weren't different in a complimentary way.
Mara
First off, I'd like to say it's not bad. With that in mind, allow me to tear into the critique.
1) The mark feels flat overall and a bit boring. I like the idea of the modular component but can we create a shape with more dimension? Something that invites me 'into' the design.
2) Font feels like a typeface for text attempting to be a headline face and it's not working. I agree Grotesque is the way to go but, the font needs to play better with itself as well as the mark (I'm thinking negative vs. positive space here).
Just off the cuff, your mark has the beginnings of a single lovely butterfly wing and the idea of a modular machined butterfly appeals to me somehow but that's all in the creative pitch I suppose...
Cheers!
Without my sense of direction, I don't know where I'd be.
At the very least, it may point you in some directions.
Without my sense of direction, I don't know where I'd be.
Thanks everyone for the great advice everyone :) Damn, I thought I was almost done! The client has seen and likes the mark as is so I probably won't mess with it to much and he also voiced some dislike for the idea of using lowercase in the logo (I tried selling him the idea earlier). But I will take all your suggestions into consideration now as I try to get this one done.
Cheers
I prefer caoimghgin's shading and the use of the knocked out logo work. It's much more bold and arresting.
"Without deviation from the norm, progress is not possible."
— Frank Zappa
"Art -- the one achievement of Man which has made the long trip up from all fours seem well advised." - James Thurber
I agree that caoimghgin's approach has better energy and is interesting. I just have to be careful not to change so much as to discard what the client has approved.
caoimghgin's mark is a good but not better, I prefer the Locator font because the horizontal lines of the S and the vertical lines of the G that fit the lines between the sections of the mark. With The mark you have created you get the great placement relationship of the mark and text that you don't get with the caoimghgin mark. Your text also supports the refinement and design that supports the butterfly idea.
Roger
Sorry! Had no idea client was brought in already. Opps!
Without my sense of direction, I don't know where I'd be.
Thanks Roger, I think I will keep the logo as is with the Locator font since the client is happy (I don't really want that to change).
And thanks all for your input, this project has been a little frustrating and the CB crits have totally helped :)
But I don't think it will scale.
Blow it up to billboard size and shrink it to 50 px high and see what happens to the detail.
Simplify.
www.jamnittygritty.com