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  • Creative Block - Type for branding


    Arrgh! Having a creative block on this one!

    I'm working with a company (commercial A/V integrator) that just merged and changed it's brand. -see logo below- Their new logo was designed in-house, and while they are willing to tweak it a bit, they are not willing consider alternatives.

    The typefaces used in the company name and tagline(??) are Century Gothic and Myriad Pro Light. I feel like neither of these are stand up to the logo. Century Gothic is too feminine, and just seems wrong considering that they are trying to convey high-tech, dependability, and wisdom. I'm stuck with what fonts to replace them with. I've tried a fistfull of different fonts, but none seem to be the right fit. I think part of my issue is that I am not really a fan of the logo, and this is tainting my ability to work objectively on this.

    ANY suggestions would be greatly appreciated!

    Click image for larger version

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  • #2
    Hi and welcome to GDF.

    We ask every new member to read the threads posted HERE, particularly this thread to get acquainted with how things work on GDF. They will explain how the forum runs, the rules, frequently discussed topics and our inside jokes. Your first few posts must be approved by a moderator, so don't panic if they don't show up right away.

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    It is against forum policy to delete threads after they have replies, so do not ask us to delete that logo you weren't supposed to post, that rant against your boss or client, or any other inappropriate post because we can not, and will not do it.

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    *modhat off, designer hat on*

    If you want to convey more tech, try some more square sans serif fonts. I really don't like the tight kerning of the current logo though, it's way too crammed.


    It is more fun to talk with someone who doesn't use long, difficult words but rather short, easy words like "What about lunch?" Winnie the Pooh

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    • #3
      So did they ask you to adjust their logo or not? If not, you'll just have to live with it. If they have, then it's your job as the designer to understand what typeface to use to communicate something. That's what you're getting paid for!

      Comment


      • #4
        If they're only open to tweaking the logo, I'd at least suggest making the spaces between the letters the same as the spaces between the cross bars on the E. This would pull apart the overly tight kerning, as Buda suggested, and make the negative spaces more uniform. I might also trim back that E a little -- it seems a bit too wide. It's still not an especially good logo, but a tweak or two might help. I'm not too hot on the garish RGB, but given that it's an audio visual company, I can at least understand the reasoning behind it, even if I don't agree with the choices.

        As for the type, I don't agree that Myriad is too "feminine." Myriad might be friendly, approachable and overused, but it's neither feminine nor masculine. For that matter, Myriad just might help take the edge off the awkward, stiff and geometrical look of the logo.

        I also see no reason to use both Myriad or Century Gothic when just one of them could work just fine. For that matter, I see no reason to use two similar typefaces of any kind in such close proximity To me, the Century Gothic name of the company is the element that works best in the entire composition, and I'd be unlikely to change it. The Myriad line beneath is too cramped and kerned way too tightly. If it were me, I'd get rid of the Turn Key buzzwords and use the extra space to better adjust the letter spacing and, perhaps, make the size of the words in the line just a bit bigger.

        Comment


        • #5
          If everybody only open to tweaking the logo, I'd at least advise making the spaces between the letters the same as the spaces between the cross bars on the E. This would pull separate the overly tight kerning, as Buda recommended, and make the negative spaces more uniform. I might also trim back that E a tiny -- it seems a bit too wide. It's still not an especially good logo, but a tweak or two sway help. I'm not too hot on the decoration RGB, but given that it's an audio-visual company, I can at least understand the thought behind it, even if I don't agree with the choices.
          So did they ask you to adjust their logo or not? If not, you'll just have to live with it. If they have, then it's your job as the designer to understand what typeface to use to communicate something. That's what you're getting paid for!

          Comment


          • #6
            The original poster hasn't been back since a day after they posted this, nearly a year ago.

            Hi HArrisd and welcome to GDF.

            We ask all new members to read very important links here and here. These explain the rules, how the forum runs and a few inside jokes. No, you haven't done anything wrong, we ask every new member to read them. Your first few posts will be moderated, so don't panic if they don't show up immediately. Enjoy your stay.
            Shop smart. Shop S-Mart.

            Comment


            • #7
              If I was given the task of tweaking or updating this logo and bringing it into 2017, this is what I would do or at least experiment with doing:

              - I would remove or at least experiment with removing the round green I/O symbol.
              In my view it is adding to the already considerable visual clutter of this logo. I think it just gets in the way of the logo doing its job.

              - I would sort out the spacing issues in the blue ‘E’.
              The kerning space the green ‘V’ and the blue ‘E’ is slightly larger than between A and V. It's subtle but noticeable.

              - the spacing of the horizontal white bars of the E are not identical. I’d experiment with making them the same as the kerning space between the A and the V

              - Wordspacing issue: the optical space between the 'O' of audio is much greater than the space between the 'L' of visual and the 'E' of environment

              - I’d also suggest totally removing the massive and I think completely unnecessary tagline ’TKCGEMSC&C”.
              Besides which, when the logo is used at typical logo size (e.g. 20mm or 25mm wide) this tagline text is completely illegible.

              Instead of burdening this logo with attempting to state the company’s entire reason for existing in a minuscule, tightly tracked tagline, I would suggest to the company that by all means use it – but use that kind of info elsewhere in the company’s printed brand collateral / website.
              In my opinion it’s not the role of a logo.


              - Remove the black rule under Audio Vis Env

              - experiment with a new typeface for Audio Vis Env

              - I would experiment with rationallizing the number of colours in the logo, maybe aim for 2 or 3 colours only
              Last edited by Pavlo; 01-25-2017, 03:59 AM.

              Comment


              • #8
                This post is just about 1 year old.
                Likely the OP is done, or fired, by now.

                Comment


                • #9
                  Originally posted by PrintDriver View Post
                  This post is just about 1 year old.
                  Likely the OP is done, or fired, by now.
                  I didn't notice that, I thought it was a new post.
                  cheers

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