I'm working on an identity system for a property preparation service and would appreciate a critique of the logo I've designed. Here's a quick brief to help understand the project:
Client provides a value priced package of services to turn around a property and make it ready to rent or sell quickly.
Target audience are middle and working class who don't have the time or energy to prepare a property (in time) for rent or sale. The list of services provided is very comprehensive, but basically it's anything that needs to get done in order to both improve the property's value as well as meet inspection and/or health and safety requirements.
The client needs a complete identity system including website. This logo is just the beginning.
After research and several different sketches, here's the logo that seems to be emerging as a strong candidate for review:
esophagus.com/images/foli...to_logos.gif
Comments?
Client provides a value priced package of services to turn around a property and make it ready to rent or sell quickly.
Target audience are middle and working class who don't have the time or energy to prepare a property (in time) for rent or sale. The list of services provided is very comprehensive, but basically it's anything that needs to get done in order to both improve the property's value as well as meet inspection and/or health and safety requirements.
The client needs a complete identity system including website. This logo is just the beginning.
After research and several different sketches, here's the logo that seems to be emerging as a strong candidate for review:
esophagus.com/images/foli...to_logos.gif
Comments?
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SF Bay Area
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Re: Please critique
Mon, February 14, 2005 - 11:47 AMI like the concept, but at first glance the silhouette of the tree next to the house is confusing. My immediate reaction was -- "why is the second floor exploding?" -
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Unsu...
Re: Please critique
Mon, February 14, 2005 - 12:01 PMI agree with JD perhaps moving the tree away from the house a little to define it more might help..... -
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Re: Please critique
Mon, February 14, 2005 - 12:28 PMI also agree with JD but thought that the house looks like it's on fire. Maybe making the tree more defined would help (some leaf shaped protruding perhaps).
The only other thing I would suggest is to perhaps change the font for the word "the". Being knocked out of black when the logo is shrunk the serif font starts to disappear. Imagine it printed on newsprint with the ink bleed. I would just make it a font that is a little thicker.
Other than that I like where you're going with the logo.
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Re: Please critique
Mon, February 14, 2005 - 2:44 PMI would suggest that a strong logo rely first and foremost on letterform, and not intergration with an icon. Does the "EA" ligature really suffice to make the logo's letterform stand on its own? -
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Re: Please critique
Fri, February 18, 2005 - 5:36 PMSounds like you have some ideas, why not share them? -
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Re: Please critique
Tue, March 8, 2005 - 10:08 PMThe concept is awesome. I love black and white because it always catches my attention.
Possibly though, the tree suggestion to move the tree is agreeable. Have you tried it without a tree yet?
Also, Try making the house three dimensional with white trim around the outside connecting spaces of dimensions.
That may draw in more attention.
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Re: Please critique
Tue, February 15, 2005 - 6:37 PMThanks everyone for your feedback so far! Very helpful and I appreciate it. I've spent some time on further itterations and will have something to look at (should you be interested) later on this week. -
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Re: Please critique
Wed, February 16, 2005 - 10:27 AMI didn't have a problem with the trea and the house but I did have a problem with the EA it looked like a mistake. -
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Re: Please critique
Wed, February 16, 2005 - 5:06 PMYes, the EA ligature may not be successful because it's too tight. -
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Re: Please critique
Wed, February 16, 2005 - 5:22 PMThe Avant Garde ligature is a 1970's touch many people these days may not recognize. I have a good number of old Letraset books and other stuff dating back to that time. Definitely the age of "let the letters kiss" kerning. -
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Re: Please critique
Fri, February 18, 2005 - 5:35 PMYou've got me pegged. :)
I too have a few Letraset books and whatnot. I definitely like that look. However, in this case I can see where it might not quite work.
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Unsu...
Re: Please critique
Sun, February 20, 2005 - 1:06 PMI DON'T KNOW IF YOU'RE STILL TAKING COMMENTS, BUT I JUST JOINED THE TRIBE.....
ANYWAY....I DO AGREE WITH THE TREE COMMENTS ABOVE...IT IS NOT DEFINED ENOUGH TO RELLY GIVE IT A UNMISTAKEABLE TREE QUALITY - JUST KIND OF BUBBLY...ALSO THE SLIGHT CURVE TO SHOW THE TREE BASE IS WEAK...EITHER TOO FINE IN THE POINT AND/OR TOO FLAT IN ITS CURVE...THIS BRINGS ME TO ALSO NOTICE MORE THE ROOFLINE POINT WHERE IT MEETS THE SQUARE HOUSE - ALSO NOT STRONG ENOUGH TO APPEAR BALANCED WITH THE HOUSE AND TREE
MY PRMARY COMMENT IS ABOUT THE BALANCE OF POSITIVE AND NEGATIVE SPACE...THE FONT SELECTED DOES NOT SEEM TO STAND UP TO THE AMOUNT OF BLACK OF THE BACKGROUND OBJECT. AND THE "&" SIGN SEEMS ARBITRARY...NOT CONNECTIVE ENOUGH. PERHAPS HAVING THE HOUSE GROW OUT OF THE CHARACTERS TOWARDS TOP LEFT ...SO THAT YOU ARE PLAYING WITH THE CHARACTERS BEING PART OF THE HOUSE STRUCTURE ITSELF...WITH THE TREE COMING OFF MORE TOWARDS THE TOP RIGHT.
DOES THAT MAKE SENSE...ANYWAY...GOOD LUCK!!! GREAT DIRECTION.
