Logo crit

[spinnakerbrat]

http://www.naf18.com/downloads/sailmax.jpg

Hi.

I did this logo for a friend for his new sailing source store. He wanted blue and dark grey, and a catamaran in it.
If I had the chance to do it over I would definetly scrap the bottom font - I don't think it is clear enough espeically online.

Wondering what you all think of it, generally speaking, so that I might learn a thing or two.

sb

[PureLife]

The only thing I don't like is all the gradients. There is a gradient in each sail and the boat itself. Too much for a logo, ecspecially in print. But I do like the font choice and placement. It makes it feel like Sail Max is new and somewhat techy though. Hope thats what you were going for.

[byte4byte]

Hey Spinnakerbrat,

I always give credit to people who post their work and ask for constructive critisism from complete strangers. I try to never be married to a particular design unless it just jumps off the screen and knocks me right between the eyes. This logo definitely has merit: the way you've arranged the image and text gives a certain visual texture, but only a hint of movement.

Technically
You might want to tighten up the kerning between the 'S' and 'a', and the 'a' and 'x'

Creatively
I like the blue and gray, but you might want to add a small accent color.

I like the 'bite' taken out of the 'M' in it's reference to a sail... maybe try reworking it and turn it into the main element?

I don't sail, but my concept of sailing includes: movement, freedom, open air, light, laughter and feelings of satisfaction or relaxation. These are the things I would expect to get a sense of in a logo about sailing. And sailing to the 'max' would also include risk-taking, self-reliance, tenacity and braving the stormy seas in a challenge. Although your logo has indications of sailing, it doesn't 'grab' me.

I see you've indicated movement with the gradiants and the 4 horizontal lines, but maybe try showing the movement throughout the overall design without the gradiants and lines -- which can sometimes come across as an 'easy' solution. This could mean choosing a more fluid main font, or placing the tagline along a wavy path, using more of an italic/skewed influence, like tilting the boat at a 45 degree angle, like you see in races...?? That sort of treatment would give the viewer the 'feeling' of being on a sailboat just by looking at the logo. Or how about incorporating a choppy wave?

I'm not saying you should, but did you think about incorporating a rope? or porthole? or other elements, and if you didn't use them, can you give yourself a good reason why not?

My suggestion is to play around with it, think about what sailing is all about, what your client's target market is, and try justify why you are using each element the way you are. In the end, it will make sense to your client and the logo will be an obvious success!

[Jeff Fisher LogoMotives]

I do think the initial concept is great.

As mentioned earlier, I do see issues with the kerning of the name and potential reproduction problems with the gradients in some applications. When possibly using gradients in a design you need to consider how the client might use the logo in applications like embroidery on fabric, vinyl signage, etc. Your logo needs to work well in ALL possible applications. When designing logos I don't even consider color until I have a finished, approved design (that will meet all client usage needs) in black and white.

- J.

[spinnakerbrat]

Wow, this is great! It’s so nice to be able to get real opinions. When I show my design(s) to a friend or co-worker I always get the something; Hey that’s great! or It’s Okay. (Meaning something is not right about it but they don’t know what it is…or they don’t want to hurt my feelings)



Client’s target market is for the high-performance sailor who races/competes.



PureLife:

Thanks!

I was worried about the gradients producing well. I’m not sure why I included this particular one in my presentation, but I did, and as it turned out, this was the winner.

The owner was definitely going for the we’re are high-tech, we’re new, and you’re not going to find anything but the latest and greatest here.

He did have T-shirts printed, and I was quite surprised that they turned out well.



Byte4byte:

Thank you.

I didn’t notice the need for the tightening between the S&A and A&X till you pointed it out.





I didn’t use anything else like a rope or porthole, simply because he was pretty specific about what he wanted. A spinnaker-rigged catamaran…J



I like the wave idea!



Jeff Fisher:

And thank you.

I suppose I should create another version without the gradients that is more suitable for print. Vinyl never crossed my mind and I bet he’ll need that eventually.



sb

[byte4byte]

Spinnakerbrat,

'glad we could be of help; and even better that your client appreciates your job well-done!

JF, I just checked out your site... u're my new logo hero.

[spinnakerbrat]

Spinnakerbrat,
JF, I just checked out your site... u're my new logo hero.

Mine too!

sb