Does it have to be red at the top? Maybe you could make it go through red to yellow or pink, obviously you'd have to draw it up and see what the client thinks. Perhaps you could step the gradient in clearly defined horizontal bands, like in a colour swatch. If the client insists on having it a certain way so much then it begs the question why did he employ a designer in the first place? Meh.

Logos should be flexible enough to be used in almost any situation. There are a number of aspects to your design that will make it difficult to reproduce in print, especially at small sizes. Normally, I try to avoid the following in logo design (unless it's an alternate 3D color version)

[1] Avoid Drop shadows on small type (and rarely on any type)
[2] Avoid Photoshop filters (embossing, bevels, etc) They SCREAM amateur and seldom help the identity.

As far as suggestions go ... Lose the dropshadow and pillow emboss IMMEDIATELY! Then I'd try reducing the size of the flame and moving it over the "i" in Premier. (Or center it between or over the wordmark) Maybe work the PC into the flame. The Heating & Air is a little to small in relationship to the rest of logo. Try enlarging the type size on that and "tracking" it to span out under Premier Choice. Another option would be to see how it looks with Premier in Red and Choice in Blue and blending the flame in between the two from left to right. I'm also not crazy about the font selection. (Especially the "e's")

Also take into consideration 'balance'. Right now your design is weighted pretty heavy to the top left. (Very 'unstable' look hanging out there on that thin line... almost like it's going to fall at any moment.)

One last suggestion... customers often ask for things 'they think' they want. I've found a simple yet effective solution to this in most situations. Design the logo exactly how the customer requested... then do an additional version of the logo how you think it might work best. By letting them 'see' it side-by-side you are much more likely to get them to change their mind in a non threatening or confrontational way. (You don't want to question their judgement. It's better to help them come to the realization on their own that the idea they originally had isn't the best option. Also point out reproduction issues that could add cost and complications... ie. Vinyl Lettering for the trucks will not work with a blend. Also they are going to get 'Purple' in their logo by mixing blue and red)

Here's a quick alternate design illustrating much of what I've talked about. (This is actually your flame traced in Illustrator, copied and rotated 180 degrees. Crazy how it instantly connects the PC from the company name into the logo. At worst it looks like TWO P's)

i'd made a suggestion once to someone else months ago, and i figure it works well here again.

one of the first things my design teachers ever said to me was..
"fax it to yourself, then once you have that fax, fax it again.. if it still looks good, you're onto something!"

just a thought.. and as odd as it sounds, yes, i fax myself a fax of my logo designs now!

gradients can still make it nice being faxed twice, but they take a beating. doesn't mean to avoid them, just be careful with them. as for the beveled edge and the drop shadow, i'd have to agree to get rid of it.

best of luck, and keep us posted!

Watch your kernning and your spaces, dont put any shadows, and eliminate all puffy stuff, embossing and three D effects kill the whole point, and make all NRG´s viw points as doctor´s orders he has a point here.... Why don´t you play with serif typefaces, and a thinner light flame???
The concept is good....

Later Caya

Well always have Paris! Humphrey Bogart

I've found that it's quite helpful to design the logo text in black and white first and add color (sparingly) and decoration (more sparingly) later. This helps to assure that the logo will look good and be readable in faxes and photocopies and also forces you to focus on the typography.

The logo is fine, but with the assumption that logo will be on paper and also on the the vans they will use to service their clients, the embossing has to go. Stay flat with its architecture. A lighter shadow could work, but give it a slight blur, people who work on heating and air will comprimise the aesthetic with their work process, going down into a basement or getting dirty etc.

The colors are fine, the embossing is bringing out too many hues of purple in the gradient. Try the second line in red and the premier in the blue. (or in teh alt version of rwb above^)

The flame is fine but does that type of flame repersent heating and ari conditiong? The is the smoke from a cig pull, that is why it resembles the nsmok/campaign.

Kerni the entire logo 40-85 <-> horz. If its on a van, you wont be able to read it 5 cars behind.


good luck! ;)

I want to say thanks to all who posted comments and suggestions, as they are all welcome and very much appreciated. As a Business Analyst turned Graphic Designer, I find it very refreshing to have such a great resource as this. I will heed every suggestion and will post another draft very soon. Thanks again.