corporate ID crit
Out of context: Reply #21
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- gramme0
I agree with what akrok & moamoa have said.
Are PQ the Principals' initials? part of the problem is that their name sucks. Anyhoo. I think a nicely customized logotype could get the job done unless you can find a way to directly correlate the P & Q shapes with the design process, or something that makes these guys unique. If they like the red square, put the whole logotype in there and knock it out to white.
This is a detail that might render itself irrelevant if you go back to the drawing board (and I think you should): if you DO use Scala, it shouldn't be for the style you've got going. Right now (I think it needs revisiting, but at any rate) your design language is begging for a grotesk sans, not a humanist.
If you take a more classical approach, for which Scala might be appropriate, use the oldstyle figures. Do not use lining figures on a business card that is set in a humanist typeface. All decent humanists have oldstyle figures. Just a wee pet peeve of mine...