Identity Crit
- Started
- Last post
- 31 Responses
- SigDesign0
Do you need the burst? It might simplify the mark to get rid of it... it'd also be more original and easier to identify.
Maybe bring in some of those science circles that connect to some of the flat lines in the type?
- the burst reminds me of Nickelodeon Splatter logos... kinda childish for financial...epill
- raskolnikov0
Looks like an exploding bong, or heart.
Not what I'd consider a sturdy, reliable enough ID for anyone involved in financial services, could be ideal for a smoke shop.
- I mean, ask yourself seriously, how many people are going to recognise the brilliance of your chosen 'apparatus'?raskolnikov
- dMullins0
I don't know about the logo, but those mock-up samples of the card/letterhead are atrocious—talk about some terrible aliasing.
- dMullins0
The kerning is not very good either—especially the "Appa" part, and the, well, all of the superior part of the name is kerned badly. Not sure if this is client-ready, or if you're just asking "do you like Archer with this?"
- epill0
when i think of the word Apparatus i think more of engineered diagrams with cross sections over a splatter/ burst with a chemical flask and chemical compound as its logo. the splatter/ burst with graphic reminds me of the Nickelodeon or MTv2 logos with an image and their graphic with words in it... not saying i don't like the direction i just don't think it fits the financial nature of the client. i think the burst needs to go or re-worked, also the burst reminds me of the gimmicks chain-stores use to grab the attention of a viewer... its too pop culture jimmy neutron that isn't as strong as it could for the demographic its targeted at.
- Amicus0
Take away everything that doesn't tell the story.
"'Think simple' as my old master used to say meaning reduce the whole of its parts into the simplest terms, getting back to first principles."
- Frank Lloyd Wright
- dMullins0
The alembic is fine, but I don't (personally) like the form of the cloud, and the exploding whatever-it-is ain't doing anything for me.
I'm normally opposed to this, but if you're gonna small cap the interior type, I would large cap the ending "S," because I think it will help balance that interesting exploding whatever-it-is thing.
Overall, the mark doesn't resonate anything about the client's industry to me, but it sounds like you have a client who is open to neat ideas. I think it still (largely) needs refinement.
- And if you large Cap the "S," bring the baseline of the small caps up a bit to balance the top-heaviness. I dunno really...dMullins
- dMullins0
What if the alembic was cracked across the middle, and you used illustrate the "liquid" exploding out in a similar fashion as the burst. The cloud would still make sense, as the gas would be pushed forcefully from the spout in an explosion, with blowback coming out of the cracked area after the initial bang.
I don't know, just rambling here, trying to be helpful and not completely deconstructive.
- Then again, with a treatment like this, you edge closer still to something that feels even less financial/etc.dMullins
- TNDAP0
sumtime ppl try to jam a font in sumwhere it doesnt belong i understand! Archer is such a nice type face but i agree sumthing else is probably more suitable good job though
- inkpink0
gotham. logo done.
- ukit0
My first reaction was "magic shop," not "financial company."
"During our research we came across the iconic "alembic" as an alchemical device used to transmute lead into gold. Client liked that idea and doesn't mind using that background to help tell the organizations story."
That my friend is not a great rationale for a logo, a logo should be created with the intention of communicating to the audience, not to the CEO.
- feel0
I like the left option of the type, but you should center the second line and do the same thing you did with the A on the S, then It should look ok
- lukus_W0
Hey
I really like the concept that you've come up with.
"iconic "alembic" as an alchemical device" - I think that's a great idea, but like other people have said I think the actual execution seems a bit whimsical. If I'm honest, it makes me think of 'children's TV production house' before financial services.
In terms of working on the concept - I'd try to demonstrate the transformational aspect of the alembic some how. At the moment it seems that something has exploded and hot air is the only thing that's been produced.
Chances are (without prior knowledge) people viewing the logo aren't going to know what an alembic is. I did a google and saw some pics on wiki which show the alembic as a two stage device... maybe the pictogram part could show both and highlight that the good stuff is produced in stage two using some kind of starburst?
Anyway, just my tuppence worth.
- good response mate - better than the usual 'fuck off its shit' stuff...jimzyk
- arsyusha0
It looks like a fart coming out of the star
- ukit0
Explosions as a general rule don't make for great iconography for financial organizations.
- Malleus_Maleficarum0
Is the financial institution hoping to convince people that they can turn rock into gold? Might cause another bubble.
- version30
all better
http://images.google.com/images?…
- Sylvest0
Yes YEs
- d_rek0
Sorry, there is variation between the type solutions. If I could get a poll of which is working better - left or right - would appreciate it much!