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Logo Refresh - Critical Analysis Please!

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  • Logo Refresh - Critical Analysis Please!

    Hello All,

    I am in the process of refreshing the brand identity of the company I work for. It is a small company, based in the UK, we design medical devices predominantly for use in the developing world. The products are simple and effective solutions to a variety of areas in the medical field. As the main designer I am responsible for the product design as well as the literature, graphics and soon-to-start web design.

    With the refresh, I want to create an identity that is recognisable in its own right. We have a core product that already has a strong ID all of its own, but it and a group of other products (which have a graphic ID based on the first) fall under the umbrella of the company brand. I want to be able to place the two together and for them to not look out of place.

    So I am concentrating on the logo at the current time and would like some criticism from people in the field who are conversant with what makes a 'sound' logo. I want to use the logo as a vehicle for future literature and the structure of the website and its style, so it is important that I 'get it right' and can present and propose the change to the directors with confidence. Having a professional forum's advice and/or support/credence would without doubt lend significant weight to the project.

    I have experimented with 'negative space' in the second concept. The logo needs to be clear and precise on products of varying sizes, some of which are transparent, so the balance of ink to clear space is important I feel.

    Please be as honest as possible as I am keen to learn about this area of graphic design and hopefully develop the potential of the brand using sensible but intelligent design.

    http://www.flickr.com/photos/4850690...7623644027584/

    Many thanks for reading the post, and I look forward to your comments.

  • #2
    I assume the company name begins with S?

    Its not bad, but its hard to critique accurately without seeing how the type (ie the business name) will look like in relation to this - it can have a big impact on the overall personality of the logo.

    I would also remove the stroke around the star element. It will be lost at smaller sizes.

    I also cant help feeling like Ive seen something very similar to this before....

    Comment


    • #3
      I'm not really enjoying that skewed star. I didn't see the 'S' at first either?
      I'd play with enlarging the negative space I think...
      Do you have a nameplate that will be used with this logo?

      Comment


      • #4
        That's an S?

        If you hadn't told me I wouldn't have seen it.
        Especially on the last white/blue one.
        I'd rather be hated for who I am, than loved for who I am not. ~ Kurt Cobain

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