Pratt Machine Tools Logo Review
Company Info: Machinery dealer. Computer controlled (CNC) machinery, lathes mills, basically metal working industrial manufacturing equipment. 25 years in San Diego. An honest, reliable and trusted source.
Logo uses: All material. Invoices, email footer, web, eBay, cards
May 15th, 2006
hm…pretty good. First let’s get rid of that INC.
I don’t like the machine part drawn with incomplete lines behind the text. The machine should be solid for readability. Right now my eyes read pratt tools first, so maybe do both the machine and the tools in gold.
So that graphic needs reworking. Draw half of it, or put the whole thing on top, but don’t try the watermarking-behind-the-text that customers love. It clutters up the logo.
May 15th, 2006
I’m not sure about the lengthy layout. It also blocks out a good portion of your illustration. Since you are alternating fonts and color, why not push the words right up against each other? Is there a stacked layout that works better? Maybe something that pulls the illustration out from behind the text. Colors are good. The thickness of your lines in the illustration and the thickness of your lines in the word machine are fairly close. This might lead to leadgability problems in black and white.
May 15th, 2006
N-I-X the I-N-C. The illustration needs re-thinking. Get it out from behind the text altogether. Try the entire logo in one font - maybe stack the words. A stroked word like machine will give you trouble at different sizes.
This logo might work well as a logo crest. Try it in a circular lock-up with a bolder illustration in the center that’s not obscured by words. It could be something very strong and bold. Think Mack Truck or Peterbilt.
May 15th, 2006
I would lose the stroke around the text, especially since gold around black text does not work very well unless large. YES, delete the Inc. I would also try to play with yor illustration a bit. Maybe something more graphic looking with thicks and thins to add more interest. Then it will be able to stand on it’s own without the text going over the top of it.
May 16th, 2006
I was so stoked to see the logo up with comments! I sincerely appreciate the input. Since posting this for review I have made many changes on my own that are in line with the recommendations I have read today, so, it sounds like I’m on the right track. 1) I lost the INC, which I new I didn’t need in the first place, but my dad wanted cause he felt it made business ‘buyer confidence’ sense. Knew that I was hanging a target out there for you guys, ya killed it! 2) I changed the font on ‘machine’ to a rounded end cap style (this is a minor thing, but customers will recognize as made by a CNC machine vs, the square end font). 3) I also put a rounded edge frame around the lettering and illustration fade… losing the fade ties the logo together much better. 4) I lost the gold around the black letters (Pratt Tools), since that would not work well for printing, and, also felt it added a tacky feel. I did try some different stacking of the letters, but couldn’t make that work …I will try getting the background illustration out in the open, like suggested, this may work better …and may make a couple other different parts also to see if another design is better suited. I really liked the idea of a circular lockup …I need to go down that path. It could be a much more memorable logo if there was a tie up like that. Hmmmmmm. Again guys, thanks ~Chris