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Anonymous's picture

Opinion, please

Hi Everyone,
I am working on a logo for a small local dental practice, and here is the version that I have finally settled on, and I will appreciate to hear your opinion because I started to feel that I can't judge it objectively after all the time that I spent tied to this project.

Little background about the name and what I tried to achieve:

The name is a word play, it is nominative neuter plural of subtīlis (latin phrase for subtle, fine, precise, slender), but can also mean 'under the lime tree/linden' – trees that are very frequent in the area, and one of them is conveniently placed in the front of the office.

Type is an adjusted Dax cross-breed with Optima to make it look a bit more elegant, and after I 'softened' corners I am quite satisfied with how it looks – strict and sterile, yet gentle (of course, please let me know if you feel differently).

Regarding the sign, I tried to stay away from the tooth/smile symbolism that I found overused, but wanted to make some connection with the health care, hence the inverted cross, with the yellow spot (tilia fruit under one branch) symbolising a hot-painful-spot that needs a treatment, or place where the first aid can be received.

Colours are derived from the dried tilia flowers which are used for a herbal tea that is very popular here.

My greatest concern is the sign: how it works with the type (which I'm fond of), and how original it is – it is quite simple, made of basic shapes and, although can't recall that I've seen anything similar, I wouldn't be surprised that something like this already exists.

Looking forward you thoughts and suggestions,
zzeljko

Commenting on this Image is closed.

Art D. Rector's picture
3162 pencils

Well, I like the font. Overall, however - I have no idea how this applies to dentistry. From your brief it sounds like you were more concerned about representing the lime tree in front of the dentist's office. The name and the mark both look like a flooring company to me - someone who sells tile and carpet - not a dentist. You can say to yourself "the yellow circle represents a painful tooth" but all your doing is justifying the mark in your own mind. I doubt anyone else will get that meaning from this logo - I certainly don't, even after I read your explanation.

Keep the font - change everything else. Jmho.

Leaky Penny's picture
2612 pencils

I'm thinking investing, or banking. Not dentistry. Art's right, the concept is too vague and unrelated.

Leaky Penny
Check out what I've been up to lately!
http://petersonjoseph.com

I'm going to print it out and eat it.

-Unknown Artist

qwertyale's picture
2047 pencils

ok you don't want a obvious tooth sign but in this case I think it needs a more proximity with the subject.

yes I'm brazilian xD

zzeljko's picture

First, I want to thank you for taking your time to look at the logo and for making comments. I must admit that, prior to posting, I've spent some time browsing this section to get some insight, and that I feel a little uncomfortable and embarrassed now that some of the people whose comments I found the most valuable and appreciated haven't endorsed this piece of work : ) I'm glad, however, that none of you come forward with the similar logo – that would ruin my self-respect for sure.

I thought that inverted cross in the mark will be enough to make a connection with the health care but, as Art D. pointed out, it may be just me trying to justify the thing in my own mind. This is not an English-speaking country and, since Cyrillic is dominant alphabet, stuff written in Latin letters are usually linked either with new technologies or medicine, so there is no fear that anyone will connect the name with mentioned crafts. Now, when looking at the mark isolated, I see tiles too but, quite frankly, have no idea how can I bring it closer to the subject, what qwertyale suggested, without banalising it with commonplace graphics (I am so reluctant to this idea that I would rather gave up from the project).

Neither Nike nor Adidas clearly say 'sport', nor 'Coca Cola' says 'beverage' (and I will stop here) without relaying on our experience/cultural heritage, so I wonder what if I release modified version of the logo* (attached) to client? – not that I am aiming so high as mentioned brands, but doctor is still young, and she will probably stay in business for another 20-30 years that will give her patients time for adjust to the logo, so I am interested to know what is, from the graphical point of view, capacity of this logo to be accepted from the public? – is it cute/slick enough, and rememberable to pass the 'first glance' test?

* I already see Art D. and Leaky Penny running away screaming 'More tiles!', but at this moment I think it's simpler than its predecessor, with a clear spot that needs fixing. Not sure, though.

Thanks again, and kind regards,
Zeljko

Comment upload: 
zzeljko's picture

oops.. it appears stretched here – opening the image in the new tab brings it to the right proportions. I apologize for this.

Leaky Penny's picture
2612 pencils

You bring up an excellent point in regards to the meaning of popular logos.

I know in the case of Adidas, and I quote "For years the only symbol associated with Adidas was the trefoil (flower) logo design. The 3 leaves symbolize the Olympic spirit, linked to the three continental plates as well as the heritage and history of the brand. The "Trefoil" was adopted as the corporate logo design in 1972. In 1996, it was decided that the Trefoil corporate identity would only be used on heritage products. Examples of products featuring the Trefoil logo design include the Stan Smith, Rod Laver, A-15 Warm-Up, and Classic T-Shirt. In January 1996, the Three-Stripe brand mark became the worldwide Adidas corporate logo. This logo represents performance and the future of the Adidas branding identity. It has become synonymous with Adidas and its dedication to producing high-quality athletic products to help athletes perform better."

Subtle, but coupled with a fantastic marketing campaign its a logo that sticks. Did you know Adidas meant "All Day I Dream About Sports"?

Nike's logo off the top of my head represents swiftness and speed.

And for Coca Cola...well, here, read it, it's a long one, great site by the way.

http://www.logoorange.com/logodesign.php

The point is these logos, as subtle as they are, represent qualities related to their respective industries. You are taking an obscure reference and trying to make a logo with it. Sure, it can be done, but now you're doing a tight rope act. One side you have a mediocre logo and totally unrelated, obscure concept. On the other side you have something so cliched, so obvious and painfully boring. But stay on that rope man, hit that sweet spot, use all your theories and rules related to art and design and do some word association and sketch sketch sketch and you're walking that tight rope to a perfectly designed and conceptually brilliant logo.

/ takes hit of bong

Leaky Penny
Check out what I've been up to lately!
http://petersonjoseph.com

I'm going to print it out and eat it.

-Unknown Artist

Liorah's picture
359 pencils

...well, that was an hour well spent. Thank you for the phenomenal link.

From success to failure is one step. From failure to success is a long road.

Art D. Rector's picture
3162 pencils

It's a very slippery slope to jump into that justification game... "Adidas doesn't say 'sports', etc... etc..." For one thing, just because you don't know or can't decipher the connection doesn't mean it doesn't exist. The Coca-Cola wave - for instance - was created by putting two of their very iconic bottles side by side. So maybe you think it's just a wave, but the subliminal connection is there to a very unique aspect of their corporate identity. The other problem is those guys have boatloads of money to stuff that logo down the public's throat whether they want to like it or not. Personally? I can't stand the Home Depot logo - I hate the colors, I hate the font, I hate the"design" - I hate everything about it. But you know what? If I see that sign from 2 miles away - I know there's a Home Depot up ahead.

Honestly - I can see this logo used for other purposes (a tile store, perhaps?:) But why are you so sold on it as is? With just a LITTLE refinement I see another very similar logo that WILL work. Don't get married to a bad idea - be open to changes. The font works. Make the mark work - just try rearranging these pieces and I think you'll find something better.

zzeljko's picture

Again, thank you for your patience, comments and insights. I tried to defend the concept but failed, so the the verdict is – back to the drawing board. I will feel free to post the new version(s) in a couple of days.

Regards,
zzeljko

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