Concept Reviews
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i think its great that you have so many possibilities here, but i think you need more. and i think you should step away from the computer to make them. sketch s'more on paper~ think playfully and really research the process of making pasta.. do they spin it? or cut it? or push it through something like i used to do with playdough? think of pasta rolling up onto a fork or ?? im not sure.. it will be hard to make this playful while avoiding any clichés. i think you can do it though. these choices you gave here aren't exciting or original and fun.. i think of the choices given.. #3 is the best. but might look better in the darker green. i think the ribbons (#10 & #11) are especially not good.. because they interrupt the comfort space around the letters. what reason do you have for making the O filled in.. in the first direction? i used to do things like that and my professor would ask me "what is your concept?? how does this fit into that concept??" - i felt like quoting him here now. show us a factory making pasta! i think you're a talented designer.. thats why im giving you this somewhat negative feedback.. because i think you have potential to do better. keep pushing yourself, and this Eltoni project~
check out a link i found while searching for playdough spaghetti factory: http://flyergoodness.blogspot.com/2008/08/play-dough-spaghetti.html
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Elton commented:Thanks Miranda- all feedback gratefully received. Yes- the colour is crap and we shall be changing it. I'm going to modify the Eltoni script and make it unique but still in a script style- its a nice kind of signature that gives provenance. As what to do with the other words, I understand your point of view and i agree that its not revolutionary, its just that i keep looking as other High Street chain logos and they keep them very simple fonts.......and i've done lots of trials wiith swirls etc but they just tend to look tacky! The rest of the imagery i'm using has lots of spalshes of colour- I'll add it for you to see...
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Elton commented:
Aaran- youse 'da man! Maybe I should have the staff wearing mafia outfits with that..? LOL
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Emma Simpson commented:I was going to review this but Miranda has put what I wanted to say and more and better.
Technically the designs you have are really good but I agree and think they could reflect the brand even better and I think you have the talent to get there.
Can't beat pencil and paper for starting a logo design.
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lemme start with: good work here.
The script font of the "Eltoni" makes it a challenge to make that the most prominent part of the branding. I love 2, 4, and 5 (I think 2 is my fav), but in my head I'm still saying "let's go to the Pasta Factory" and not "Let's go to Eltoni."
Love the font of "Pasta Factory" (especially when the two words are the same font size).
Yeah. Me, I'm going with: 2, but up the relative size of "Eltoni" yet further. Push that as big as it can get before it "breaks" it (becomes unbalanced).
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Elton commented:
Thanks Amado. Unfortunately "Pasta Factory" is already being used- we cannot use it on its own. That is why the main brand is "Eltoni"- this has to be the logo that becomes recognisable. The hope is to drop the 'Pasta Factory' 5 or so years down the line when "Eltoni" has become a household name....
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Amado Ohland commented:yeah, then whatever you do you need a legible word "Eltoni." What you've got has LOADS of character, but it's right next to those crystal-clear words "Pasta Factory," so it needs to compete on the easy-on-the-eyes, easy-to-read level.
I might be going with 6 now. But you might make "Pasta Factory" even more parenthetical with square brackets:
[PASTA FACTORY]
Good luck!
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I like #6 best. It's a very nice font, it's kind of rustic and traditional which goes well for italian food/pasta.
If you want to step away from that look of traditional, then #1 is quite nice too (the one in the circle is nicer than the version to the left of it). I would give it a bit more breathing room on the sides if possible.
Don't love your colour selection. Have you tried other colour variations?
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Elton commented:
Thanks Steph. Yes- I think the script font for Eltoni is rustic and sort of gives the brand provenance. My worry about #6 is that the word PASTA is too small as i'm not sure if we need to tell everyone what we do or let the shopfront images and the strength of the Eltoni do the attracting?
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For me the one without number (just right from numer one)
is the most impresive for memory i think, it's simple, easy and quickly readable, it works well
if i would take a second choice...number 7
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I like the second page logo (cover) it looks nice on bag as well as banner.
only thinks worth trying is to have pasta rappaed around a stick graphic...more of a concept where you can have pasta or some squirls wrapped around a folk
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I don't know if I like any of the logos. You mention that it's pasta that you sell and it can be served in 20 seconds. I would love to see a mound of spaghetti with some of the spaghetti blowing in the wind (to show that it's served fast.).
I think the fonts you have chosen are good. If you add that icon with version #6, I think you got an amazing logo!
Also, why is the logo green? Should it be a gold-ish color? Just a thought.
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Elton commented:
Thanks for your brutal honesty Jose ;-) I tried having pasta formed images within the logo but they are very diffuclt to do well and often look tacky. Because of this we decided that there are better ways of advertising the fact of our speedy service at the front of each outlet. The logo also has to be 'transferable' so that it can be used to promote products other than pasta in the future.
I will try the gold version though and see! Yes- we are graduating towards a version of #6.....
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When i choose, then i choose logotype no. 6. Clean, simple and creative.
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I think 1 and 4 are the better colors to use. As it is fast food, alot of people may see that as plastic, pre-packed food lacking in all that freshness brings to the "table".. i.e. vitamins, proteins and so on. Therefore, all the other greens represent, to me, food lacking in freshness as 5 is a little too dark, and 2 the kind of color some vegetables have when old. But i love the design, the bag, the font... bold yet elegant and bursting with flavor at the same time. Nice.
You know this is really good feedback... I would also suggest maybe adding a gangster twist, as I read it El Toni PASTA factory! "we makes it, youse buys it!"