A Review of Final Logo Redesign by David Farley

typography and the box

  • David Farley

    David Farley

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    typography and the box

    Posted on Nov 17, 2009 at 7:36 PM

    Hi Nate,

    First, as you know, designing for yourself can be one of the most difficult challenges we face because you're so close to everything.

    LOGOTYPE: I wonder if it makes sense to modify the font in "HAMILTON DESIGN" to make it more unique. The "G" kind of bugs me a little, just personally. It feels like it needs a more substantial horizontal line (is that considered a "stroke"?). Just a thought.

    MARK: Also, since Adobe rebranded its product line using the squares, I've been seeing them everywhere. The mark you have there is strong enough to stand on its own. Anecdotally, it kind of reminds me of the old hand gesture for rock and roll (not sure if that's good or bad, but it is memorable to some extent).

    OTHER: Last, the descriptors and taglines in that typeface are pretty hard to read due to their weight, the color, and the kerning. Have you considered using a serif font there?

    LIAR: Sorry, I lied... LAST, LAST... The hd POWERED is pretty tite, I must say.

    All the best. I hope my two cents resonates on some level and helps you in your quest.

    Piece. David