logo design... critique needed

[teaorcoffee?]

just completed this logo for an architecture company, please tell me what you guys think.


cheeeerrrssssss

[steve2112]

Its very basic. i would sketch out like 5 variations on that maybe using ideas based on the name or something. i wouldn't pay any money for something like that. It needs something that just simple type. though the font is good.

steve

[frankster]

The decender on the q balances where you have the ft nicely, and the ft is located where you would expect to find the 2 if a number was "squared", so both those aspects I like. I'd maybe try placing the ft in a back square as white text to add the square concept into the logo further. This would also give the logo something more than just a pure typographic element to it.

[John G]

That s doesn't seem to fit at all. Kerning is off on s,q,u, maybe r,e.... t looks too fat next to the f.
Personally I'd modify your font to a more uniform line width and maximize your horizontal lines.

I also see a hidden arrow between the f and t that's dying for a little bit of work to be brought out more.

[carter the artist]

I think it's a good concept. I think the font choices are a bit poor. But definetly a step in the right direction. My question, was this the first/only idea or did you spend hours in a sketchbook. If you did not spend those hours in a sketchbook, go do that first.

[cj2a]

Just a minor observation...I read it "square foot", but noticed the actual company is "Square Feet". Don't know if that is a problem or not...just noticed it.

[obesebee]

If you're going to do something this simple, I think you should spend time getting the typography absolutely spot on. Maybe customise the typeface. At the moment it looks unfinished. I like the concept though.

[teaorcoffee?]

cheers guys, how do i go about customising my type face. i think iwill leave the arrow out as it not fed ex. lol. i have used Gill as the type face do you recon i should use something else??

[teaorcoffee?]

i have modified it a little does it look any better??

[teaorcoffee?]

little more mods....tell me what you think!!!?!

[devotchka828]

Have you thought about playing up the word "Square" and not just using the word?? You might want to check your kerning and try a ligature with the "ft".

[WannaBrie]

I like the concept, I think you can push this much farther though... try playing around with this idea using square shapes, etc...

[budafist]

I like the concept too. Set this logo up in about 20 fonts and then pick 5 that look the best and post on here as a poll!

[carter the artist]

There is soo many more you can do. Like WannaBrie says, you can implement shapes, or even have the type implement the shapes... Like I said, first thing to do is Sketch, Sketch and when your hand gets tired and that little white callous lump, then sketch some more!!

so many "designers" these days get a "project' then sit down at their computers and start playing with the type and then they think they have finished. You must explore your possibilities and the best away is with paper and pencil.

I'm not critizing you so much as giving you helpful advice.

[DougFa]

I think it needs to be pushed further. I would like to see 5 or so variations. From more extreme to conservative.

It seems like the visual "weight" of both square and ft are
the same. Somehow there should be more contrast - perhaps
a graphic element. Like the ft reversed in a square or *something*

Will color be added?

Doug

[viince]

yeah, i'd agree that the typography needs a little work. Or possibly just a different typeface.

And I just had an idea I'll throw out there. How bout having an actual square and an apostrophe to denote feet. Like this: [ ]'

Or just something more graphic having something to do with architecture. But there isn't anything wrong with going with the simple text.