Sorry, Xoni, this…this is a mess. I would start over from scratch. It makes no sense. It looks like something you’d get from a crowdsourced design place…it’s just a mixture of words, colors, and elements.
Patricia sent us her logo to be critiqued. The company is Apparel US and, surprisingly, she is not a designer. It looks like a designer made this, because there’s a measure of restraint. Everything has a purpose. The stars are there to reflect the United States aspect. The colors are simple. If it weren’t for the gradient on the tag, I would say it’s a 2-color job (that doesn’t look like a halftone, it looks like a third color.
One thing makes me grit my teeth a little. Look at the space between the APP and the AREL. If you give it just that extra 10% that designers do before finishing a logo, then you catch things like this.
Other than that, you made a good looking, simple logo design. Good job.
I think this logo needs some work. The custom X is making the logo difficult to read. It needs to be integrated better, perhaps by not using such a condensed font for the rest of the letters. It uses 4 colors, one of the colors being the black for the drop shadow. If anything is used in a logo, it needs to have a reason. Is there a reason for the drop shadow? Not really, and it’s not even consistent with the letters and the X graphic. The Blog text is enclosed in brackets, and I don’t know why. The whole thing looks disjointed and incoherent.
Today’s logo submission got me thinking about a problem that many logos have. Sometime the designer designs it to look nice and give a professional face to the business. Maybe the designer wants to keep it simple, and just use text. Then they want to dress it up with something, so they add a drop shadow or an underline. Things are added to make it look unique, without thought to how this relates to the business.
The company’s purpose should always be foremost in the designer’s mind throughout the design process. Manas sent this in telling us that it is for a social networking site. Is that what it communicates? No. In response to the question “what will the logo be used for?”, he put: to represent the brand. Does the logo represent any brand? I would say, possibly a little, since the name is there. But it doesn’t represent what the company does.
First off, let’s use a typeface that’s a little more unique. We want to set the company apart from the hundreds of other social networking sites. Next, let’s customize the text a little. I brought the cap height down a little on the L, K, H, and T. The underline was doing nothing, so I used it as an arch to communicate between two letters, which is the purpose of a social networking site. You could do the same with a dotted line, or intersecting speech bubbles. The important thing is that it looks nice AND communicates a message. Every part of it should have a reason to be there. This is how boring logos can become custom logos, tailored to the client’s business.
Today’s submission comes to us from Dhiraj Chand, and is for a food company that will be at festivals and catering events. The logo will be used for cards, menus, banner, tees, social media and more.
The background gives it an indian feel, but I don’t think it can be used for most media, unless it fades away. I don’t know how the leaf/wisp applies over the i, maybe it works as steam. It needs to be integrated more. The typefaces are too closely kerned, and don’t work well together, because the “curried” font is modern and techy. The tagline and “private parties | festivals…” text are way too small. If this were on a business card, I wouldn’t be able to read them at all. Best to leave the tagline off and use it larger on your website, not as part of your logo.
This is how I would re-work it. I used a warmer, personal font, and made it easier to read. The “away” font is now closer to hand scripted, and I used the S from that font to make a new steam vapor wisp on the I.
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