ZoomConcept Reviews
Minor Problem on logo5.jpg 1 Not a bad idea here. Much more legible, but the thinness of the typeface will again make shrinking it hard. You may want to try all caps or a heavier weight for the letters. Serious Problem on logo5.jpg 1 I know you said you want to go simple, but I think you could really do a lot with these letters and a more unique font. The one you are using here is so normal and bland. The shape of the letters allows for you to easily play with them and find ways to make them relate to each other. Remember, you want this logo to stand out from others, so using a font that is more memorable is a big part in doing so. :) Positive Feature on logo5.jpg 1 This is a cool idea, but it is going to cause legibility problems. Not only does it make the reader pause to read it sideways, but it will be hard to read when the logo is used in small sizes. If you wish to go this way, I would suggest making the letters right way up, stacked on top of each other. A bit easier to read. But, will still cause problems when viewed small, and may make it look like the logo says "FTLRI" instead of "FTLR." Summary:
Hi Kevin,
I think this is a good start for a simple logo. I'll leave my feedback in notes. :)
I won't comment yet on colour, because I think the overall design needs to be worked out a bit more to better tell which colours work best.
Serious Problem 'Design'
Design in the vertical box doesn't work on an objective count - gets lost in the background, any in many applications will be lost entirely - which is not a problem if you want to be known as FTLR. To me uppercase lettering beneath uppercase lettering will always work better than lowercase beneath uppercase certainly in terms of balance.Critical Problem Typeface
I'd expect more flow and creativity from a logotype representing a design firm. It looks to me like ITC Avant Garde or something similar and is difficult to unique. At the very least if going for formal look I'd play with letter spacing, letter heights, font weight. I would certainly put the FTLR into a live type previewer and work experiment - this doesn't stand out to me.New Idea Colours
For a more funky, fresh look I'd look at individual letter colouring whether bright primary hues or pastels, for a more formal look I'd play with subtle blue shadings. Certainly that 80% greyscale is weak, although 100% works better. I don't think the combinations of blue and greyscale work, although two-tone blue might work and the two tone greyscale top left gets away with it.Idea: Horizontal Type
With the name you've chosen it strikes me a quirky horizontal or diagonal type style could bring some edge to this. Have a look at the BBDO agency identity.Summary:
Kevin,
In my view simple and uninspiring are separated by a thin line. I think this could benefit from greater edge. Monochromes or duo-tones are very strong at the moment but the type needs addressing. The interaction between design and FTLR isn't there yet and need to be better balanced in size, font-weight, and font style.
Please see my thoughts above.
Don't hesitate to send me a message / email for further feedback should you work on the next generation.
Cheers John
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Kevin Govro commented:thanks.... i am having a hard time with the letters because F T and L are very plain letters
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Aaran Casey commented:Kevin, might I suggest that you look at a slab font, like ChunkFive might work better…
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John Bevan commented:Just uploaded an image to better show what I meant re: letter spacing and colouring
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Kevin Govro commented:
ok ill play with the chunk five I tried it once didn't work well maybe ill play with some points
Attached Files:
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Serious Problem The FTLR Font
To me this font, and the logos in general, do not radiate and air of "well designed"-ness just yet. This can of course change by modifying only slight details. It would certainly help to choose a more unique font, and then maybe modifying it to make it your own. I quite like the shape of the "R" in this font though, it seems to be more dynamic than the other letters because of the sharp angle in it.Critical Problem on logo5.jpg 1 I think this looks nice when its large, but it is unusable at even this scale. It is very hard to read, even if you used a bolder font it would be difficult. Other on logo5.jpg 1 This font radiates an "elite" feeling, which is something you might or might not want. In any case, the downside of this font is also that it is not very legible at a smaller scale. It is pushing the envelope even at this size. Of course you could omit it at smaller sizes if you wanted I think and just have the FTLR text as your logo, however you would need to change the font for sure then. Summary:
Overall, I think there is a lot of work to be done here. I would definitely go forward with the right column, the word "design" on the left side is way too small.
To make this even more simple, you might want to omit the word "design" completely. You would need a spot-on font for "FTLR" in this case (in any case probably).
I would urge you to be EXTRA critical of yourself if you are creating your own logo AND for a design company. If I look at a design companies site and there is one small thing I don't like, I would never consider hiring them.
To make the logo more unique you could play around with some of the letters. I don't know what it stands for, but the "T" would stand for together, you could span the top of it all the way across on both sides to symbolize its meaning. I am pretty sure this is not what it means, just presenting my point :)
The colors would depend largely on where you want to position yourself. If you want to be a more snobby elite design company (this is not criticism, this is fine :) ), then the top right one would be my choice. All black and the thin "design" give you a sort of "Gucci" feeling.
If you want to be more friendly, down to earth, I would suggest green or orange, but the light blue direction also works for me.
Overall, i do not like this logo yet. I know however that creating a logo for a design company is very difficult. As the first steps in exploring where you want to go this is great however, I urge you to go forward with enthusiasm, with some hard work, this could be a great logo. Personally i am not great at choosing fonts, so I feel your pain if you are in a similar situation, I'm sorry I don't have any good pointers in that area.
Positive Feature Looks great. I'm a big advocate of minimalism and this hits it. Critical Problem Design
The word "Design" in the first example is to small to be legible.Positive Feature Colors
The blue and black are good color choicesSummary:
Its a nice array of logo designs. The soft gray and blue seems to work well. The thin typeface for "design" may present scaling issues.
