Athena Capital Logo Review
4 Responses to “Athena Capital Logo Review”
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March 27th, 2006
This logo is everything it shouldn’t be. The illustration is too detailed and won’t reproduce well at smaller sizes. Representations like this are seldom necessary in effective logo design. The font Trajan is overused, and in this case isn’t kerned properly. Running the text into the edges of the box is flahsy and not needed. The difference in text sizes between the two words isn’t enough. It looks like a mistake - if you’re going to vary the size, make it really noticeable.
The vertical layout could be limiting in certain applications. The colors are just what you would expect them to be which is detrimental when trying to differentiate yourself from your competition.
March 27th, 2006
The high amount of detail is fine as long as the logo won’t be faxed or used in a smaller size than this. Which it most definitely will. So, yeah, you’ll have to reduce the detail. I like the graphic, though.
Yellow on gold is very little contrast. You want the name to be the first thing the eye sees, and right now, the eye is first drawn to the head. Having the text over to the right with more contrasting colors would help that.
And take the time to adjust the kerning. For some reason, Trajan auto-kerns strangely and always needs to be fixed.
March 28th, 2006
I like the fact that you have done the logo in a hand drawn or cut style, but the lines in the illustration are far too complex. You could go back and use this illustration as a base to create a second version that has fewer, more simple, clean lines that would be more affective for a logo.
You want to watch you type sizes. If you choose to have two different sizes of type, make sure they vary enough in size that it doesn’t look like a mistake. Even though you have used a very common type face you could alter or tweak portions of the lettering to make it your own.
March 28th, 2006
With the proper execution this design would have potential. There are 3 main issues with this logo… Illustration, Typography and color. Initially, the illustration would have reproduction issues. At the current size the image appears blurred and would most likely get worse when copied or further reduced. The type face might actually be a good choice but appears illegible due to the placement and kerning within the box. Overall, the layout might work but the color does not well for the text box which also adds to the legibility issues. If you work out these 3 main issues, you should have a strong unique design.