Logo Redesign Critic
- Started
- Last post
- 84 Responses
- Creativa
Please send comments
- moniker0
It's awful
- zenmasterfoo0
i've never seen anything like it.
- i_monk0
Too minimalist, easily forgotten.
- Creativa0
Sorry there's the image
- d_rek0
Can you make it bigger?
- monospaced0
Better, for sure. But you kern like a whore ;)
(I say that in the nicest way)- seriously, the type is really, really hard to read with spacing that irregularmonospaced
- ideaist0
Context Creativa!
- obviously it's nauticalmonospaced
- mar, ocean, blue, the steering wheel, etc...monospaced
- detritus0
I appreciate brand revisions more when there's some kind of adherence to legacy. Don't take this the wrong way, but your current mark seems fairly derivative and generic, whereas tjheir old one, if a little hokie, is fairly distinct. I really dig the original's chunky lettering, too.
Also, not sure why you've made such a big deal out of the ‘SINCE1958’ tagline. It's almost like you're aware that there's little there to distinguish the mark, so you're harking to some other mote of trust.
- < good pointsmonospaced
- agree. the old one is rather clumsy, but still has more impact than the new.sine
- i_monk0
1. Put more of a curve in the interface between blues in the "C" and get rid of the shadow.
2. Get rid of "SINCE 1958" – nobody cares.
3. Bite the bullet and set the type in Gotham, or at least another geometric typeface with circular Cs and Os.- +1 for Gotham (or a rounded alternative) & lol @ "nobody cares"...ideaist
- -100 for Gothammonospaced
- I agree with the geometric typeface.BozMan
- Hi Boz... my mum just bought an iPhone... :)Amicus
- Creativa0
@ i_monk: thanks for the feedback. The Gotham extends the phrase too long, I tried at the beginning. The "since 1958" ins very important in the market since no other company at Colombia has this same experience.
- Creativa0
@ detritus: The "since 1958" ins very important in the market since no other company at Colombia has this same experience.
- monospaced0
I disagree with the Gotham typeface. Using it just lumps you in with everyone else and it feels very much like the Obama campaign. detritus made some great points that you should consider in the redesign. Regarding the 1958 callout, I understand its importance, but it still doesn't need to be as large. Maybe try to incorporate it better, or use the classic "EST 1958" callout.
- I agree re: Gotham, but he seems to be itching to use it, given that C-logo.i_monk
- jtb260
I think the all Caps is a bad choice - at least with that typeface.
I think Detritus makes a good point - evolving their current logo might prove to be a more effective solution than a complete reimagining. Your 'C' is very pretty but I feel like I could download it on iStock.
Perhaps you could provide some context for your thinking with the curved C. Is there any significance to it or does it just look cool. If it's the later you should go back to the drawing board.
- waterhouse0
Some ideas:
Thicken "COREMAR" type. (It seems they take pride in their many decades of service. Thicker type (to me) conveys security, establishment and permanence.)
Downsize "SINCE 1958." (I take it your client wants to keep that? See if you can defend a little more underemphasis.)
I like the two-tone "C" you've introduced. Have you tried incorporating some subtle knobs into it to allow some continuity from the older distinctive logo?
- Creativa0
The issue with the Ship Wheel is that the company has evolved into different markets that aren't covered by the Wheel, for example Fuel Distribution, or ports and terminals. The wheel doesn't represents any more the services of the company, so that's why we are taking the wheel out.
- i_monk0
Creativa – How can the wordmark be "too long"? You're making something that will have to scale from 0.75" wide to 75 feet wide. Consider an alternate with "Group" on a second line.
Secondly, "Since 1958" might be super important to the company's position in the market, but that doesn't mean it should be part of the logo – certainly not such a big part.
- Not sure "Group" even really needs to be part of the mark...i_monk
- Creativa0
@ waterhouse: I'll try to incorporate the knobs, that could work.
- Creativa0
- 'Harbour'i_monk
- Ah, I see a wave in the "C" now.
I like that.waterhouse - the color could apply to the subtitle too, just sayin'monospaced
- Sorry, i_monk, we don't put u's in words like harbor, armor, and labor on this side of the Atlantic.ArtOrDie
- Oh really, we do in Canada and I am pretty sure we are on the same side of the Atlantic as you.ETM
- monospaced0
^ you're getting ahead of yourself
Put the color on the backseat and focus on the mark. I think there are some really solid suggestions here, from type treatments (waterhouse) to mark refinement (i_monk). I would recommend Title Case for the subheads/divisions and focus entirely on your kerning and legibility.
- Got it, thanks for all advise, I'll work over all considerations.Creativa