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I can totally relate and understand what you mean about the name! But, we gotta work with what we got and make the client happy. . .
All and all i feel like it's pretty strong, however, for whatever reason the crest/shield image just makes me think about soccer. I don't even play soccer.
i think I like the leading, but at the same time I'd like to see a little bit more lead between Apparel and Graf-x. . . It's a bit tight in some areas. . .
Im also worried about the mark in B+W, it's relatively understandable, but it's not that strong for me without the color. . .
Perhaps they could just use a solid type treatment for their logo? Nothing beats solid typography!
Or may just in a different direction entirely for the logomark, perhaps thinking a bit more about their service, how its cyclical and helps education, schools, etc. . .
all in all it's a great beginning! I look forward to seeing more!
