What is the Portuguese word for milk? Why aren't you using it?

The milk-as-nurturing-agent concept ("milk helps your brand to grow"/"milk, for brands of all ages") strikes me as childish. It might be clever if your target client base is producers of merchandise or services for children, but otherwise, it's just odd.

I can't see the value in having two concepts represented in your logo, unless they closely complement each other. Milk for drinking and "drop in the ocean" -- implying sea water, not milk -- are two entirely different things. No one would make that connection. If you pointed it out to them, I can't believe that the response would be anything other than puzzlement.

This is a very derivative look, by the way. I can't tell you how many logos I've seen with that shape and a similar typeface.

Is someone connected with your agency named Milk? Are you stuck with that? If not, I would encourage you to drop the idea and start completely over. You might find it helpful to work with Ivan's questionnaire, for which seraphim just posted a link on another designer's critique thread. Here it is again. I think it's wonderful (thank you, Ivan):

http://creativebits.org/corporate_identity_client_questionnaire

Mara

I like to look at a logo a bit before I read descriptions so I know what I think if I wasn't given a back-story or meaning.

The first thing I think is "Blue Milk?" Yuck. I have a strange aversion from blue foods in general - and the thought of Milk being blue grosses me out, sorry.

If "drop in the ocean" is how you describe your company, I'd think about that a little more and how it could come across. ;)

Also, you might want to consider people's views on Milk - many are -not- so positive. Not saying everyone thinks this, but you could name your company Aspartame - that could be good, too. Just kidding.
http://www.pcrm.org/magazine/gm05spring/milk_myth.html
http://www.rense.com/general26/milk.htm

I think taking the questionnaire, as Mara suggested would be a good idea. The logo and concept just seems a little too random.

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Perfectly Lost Designs

Mara, It’s very complicated to pass a message to a person from another culture because many of the myths and traditions are lost.

You must remember, first off all, that Latin’s are generally quite happy and fun people. We like to play with words and it’s normal to make jokes and analogies with almost anything.

That’s why it’s not odd or childish to use milk-as-nurturing-agent concept. Here, It’s pretty common this kind of strategy.

About the derivative look, as you say, I agree. But the typeface I don’t.

Finally, the reason because I used Milk instead of “Leite” (the Portuguese word…) is because, unfortunately, the clients here associate the foreigner’s words to competence! Now, this I agree it’s odd.

Besides, the name is beginning to be “buzzed” already.

Pda

So, I can drop the logo but not the name.
Pda

Google "milk" & "design" and you get many established firms with that name ... just more for you to consider if you're looking for something really unique.

If you think you can REALLY play with the nurturing-milk idea, are you willing to go all the way with it, and make the logo into a stylized lactating mother's breast? If not, then maybe the concept isn't really all that clever.

Mara

When I think of an ad agency named "Milk" I think of homogenized, boring, plain, blah. Not things you want someone to think of.

As far as the logo goes, maybe you should re-think it. That shape is so overused.

The logo IS clean though, and I like the font.

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I think it's fun, I like it. It's interesting, clean, fun, and professional.

I’m glad to have so many comments in so little time.

One thing is certain: ALL of us, including me, agree about the overused shape of the drop. But let’s be fair, how many basic shapes have we to explore? Aren’t all shapes overused?

About the stylized lactating mother's breast I can’t use it. In Portugal the use of such image is a bad choice because ad bad connotations. When someone is expecting to take advantage from one situation we say that is “à mama” (literally on the breast…).

I don’t think that milk is homogenized, boring and plain. I think that is clean, formal and healthy.

Have you any ideas to maintain the name and make a lifting on the shape? Do you think that in white works better?

One more thing. Don’t you think that such loud about a logo is good and means that people will memorize it better?

By "loud" (adjective) I think you mean "noise" (noun). And no, all the noise about your logo here doesn't mean it's good. Listen to WHAT we're saying, not just THAT we're saying it.

I wasn't serious about the breast connection -- I thought you'd get the joke because of what you said about Latin people enjoying wordplay. Sorry if I offended you. I used that shocking suggestion to get you to realize that the idea that simply using the word "milk" in your company name isn't going to make clients think you'll design ad campaigns for them to help them prosper. People might think you offer office delivery of custom-blended lattes! Too much explanation is required to make the connection -- and even then, how are most business people going to react to the idea of milk (whether real or metaphorical) being just the thing they need? Aren't you asking them to think of themselves as weak and malnourished? Try generating a more positive reason for clients to call you.

I think you have a lot of problems to address. Have you looked at Ivan's questionnaire?

Mara

Start over. But only when you are rested and feel good about this. Check the blog for some recent posts about good ways to get your mind working creatively.

Mara

This is your company we are talking about. If you have enough passion to make it work, it will work. You should definetely be aware of competition with the same name but in the end it is your work that will speak for the name, the color, etc.

I would still pursue the direction you are going, with the shape and type and maybe the color too. I am interested in seeing the context in which the logo will perform. That can also make the difference.

I excuse your few mistakes with the language.