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adamvk
Jul 10, 2012, 11:24 PM
Hey,

So I'm wondering what y'all think of this logo. I'm rebranding a glazing company that builds and installs storefronts, commercial windows, etc. I'll uploaded both their current logo and the one I designed. The thought process behing the logo was to 1) represent the "e" in euro, and also represents a cut though of glass, showing the various logos. What do you think? Thanks!

I've never thought of posting online for comments and crits, but I keep hitting that mental wall with this project, so I though, what the heck!



twietee
Jul 11, 2012, 03:16 AM
This won't be a lot of help, yet i wanted to say that i like it! Yours is the upper one, right? The idea with the reference to the technical expression of glass is very good..although i have to admit that i haven't noticed it until i reread your explanation..part of this problem, if you see it as a problem at all, is the square form of the logo. But i like it kind of how it is right now - abstract.

The reference to the letter E is clear, personally I'm a bit biased by the euro2012 soccer cup, so that's what came to my mind at first..with EURO being bold..

..nice work!

Glockron
Jul 11, 2012, 03:53 AM
If yours is the upper one I love it :) Nice and simple, yet still elegant.

fig
Jul 11, 2012, 09:52 AM
Well, assuming yours is the top one it's certainly better but it would've been difficult to make it worse ;)

The concept behind the mark is cool, I like the idea of the layers. I might tighten it up a bit though, maybe a bit less space between the "layers" and I'd try making those colors just a bit more contrasting for clarity's sake. I can't decide if it's rotated quite enough; when objects are rotated only a slightly off the horizontal axis they can sometimes look accidentally rather than intentionally rotated, just something to keep in mind.

The type concerns me a bit. Good choice of typeface (Gotham I think?) but the fact that it's a long name all on one horizontal line and that it's tracked out means you have a realllllly long narrow logo, something that can be a bit awkward to fit on business cards or webpages. I'd tighten up the text a bit and maybe even try some sort of stacked type, even if it's just an alternate version it would be nice to have something that could fit in a shorter area.

Also, any reason to bold "Euro" apart from the other words? I think it could work either way, just wondering what the reasoning was.

Hope that helps!

citizenzen
Jul 11, 2012, 09:56 AM
I like your version. It's much, much better than the original.

Things that I'd want to explore still ...


Length. It's a very long and thin logo. There may be times where those proportions become problematic.


Color. I'd look to introduce a second color other than blue.


Typography. I'd look at caps/lower case for the lighter text.


Just a few thoughts.

Xian Zhu Xuande
Jul 11, 2012, 10:05 AM
Length would be the concern that jumps out at me. It scales reasonably well due to the font face you have chosen (definitely the biggest problem with the original logo). Not sure want to suggest in regard to the length. That is frequently solved with a variation or by dropping text, but the latter only works with great brand recognition.

ericrwalker
Jul 11, 2012, 10:10 AM
The top one looks nice, don't really care for the bottom one.

citizenzen
Jul 11, 2012, 04:38 PM
The more I look at the mark, the more out of scale the graphic feels to me.

It feels too big.

adamvk
Jul 11, 2012, 05:24 PM
This won't be a lot of help, yet i wanted to say that i like it! Yours is the upper one, right? The idea with the reference to the technical expression of glass is very good..although i have to admit that i haven't noticed it until i reread your explanation..part of this problem, if you see it as a problem at all, is the square form of the logo. But i like it kind of how it is right now - abstract.

The reference to the letter E is clear, personally I'm a bit biased by the euro2012 soccer cup, so that's what came to my mind at first..with EURO being bold..

..nice work!

Thanks! Yea, mines the top.

If yours is the upper one I love it :) Nice and simple, yet still elegant.

Thank you!

Well, assuming yours is the top one it's certainly better but it would've been difficult to make it worse ;)

The concept behind the mark is cool, I like the idea of the layers. I might tighten it up a bit though, maybe a bit less space between the "layers" and I'd try making those colors just a bit more contrasting for clarity's sake. I can't decide if it's rotated quite enough; when objects are rotated only a slightly off the horizontal axis they can sometimes look accidentally rather than intentionally rotated, just something to keep in mind.

The type concerns me a bit. Good choice of typeface (Gotham I think?) but the fact that it's a long name all on one horizontal line and that it's tracked out means you have a realllllly long narrow logo, something that can be a bit awkward to fit on business cards or webpages. I'd tighten up the text a bit and maybe even try some sort of stacked type, even if it's just an alternate version it would be nice to have something that could fit in a shorter area.

Also, any reason to bold "Euro" apart from the other words? I think it could work either way, just wondering what the reasoning was.

Hope that helps!

Thanks for the tip, I did tighten up the spaces between the lines. Yea, the type was an issue, (It is Gotham) I tried putting it on multiple lines. The name might also be changing to EuroGlass, so then it would work much better. I'll attach both versions below.

I like your version. It's much, much better than the original.

Things that I'd want to explore still ...


Length. It's a very long and thin logo. There may be times where those proportions become problematic.


Color. I'd look to introduce a second color other than blue.


Typography. I'd look at caps/lower case for the lighter text.


Just a few thoughts.

Hmm, I need to play around more with it, but yea, more color might be a good thing. As far as the caps/lowercase goes, I personally hate lowercase Gotham, so it's staying uppercase for now. :)

Length would be the concern that jumps out at me. It scales reasonably well due to the font face you have chosen (definitely the biggest problem with the original logo). Not sure want to suggest in regard to the length. That is frequently solved with a variation or by dropping text, but the latter only works with great brand recognition.

Yea, length is biggest issue, but hopefully the below images fixed it for ya.

The top one looks nice, don't really care for the bottom one.

Haha good, the bottom one's the old one.

The more I look at the mark, the more out of scale the graphic feels to me.

It feels too big.

Yea, agreed.

decksnap
Jul 11, 2012, 08:50 PM
The first one is closer than your revised ones. There is some irony in these where it looks like a building toppling over the side of the type. It may seem more boring but I wonder if you took the first mark and straightened it back out to level if it wouldn't make more sense for architecture. Match the height of the center bar with the cap height of the type, and maybe try moving 'euro' to the left of the mark. Just some quick thoughts.

Carlanga
Jul 11, 2012, 09:08 PM
Umm I think the blocks should be next to EuroGlass instead of at the top; makes it look unbalanced. Maybe make the word EURO "glazed"

or

take the bricks colors and make them part of the word EURO and eliminate those blocks if those have no real meaning.

Also, are they called EuroGlass or the long name, if so you can't make EuroGlass the new company name on the logo or can you?

adamvk
Jul 11, 2012, 11:56 PM
The first one is closer than your revised ones. There is some irony in these where it looks like a building toppling over the side of the type. It may seem more boring but I wonder if you took the first mark and straightened it back out to level if it wouldn't make more sense for architecture. Match the height of the center bar with the cap height of the type, and maybe try moving 'euro' to the left of the mark. Just some quick thoughts.

Haha, you're right, I never saw it as a building. I have to work on that. Actually, it's funny, my Mac froze today, and when I reset it I realized the last place I saved was when I finished the first logo design. Maybe the universe is telling me to stick with the original one. :)

Umm I think the blocks should be next to EuroGlass instead of at the top; makes it look unbalanced. Maybe make the word EURO "glazed"

or

take the bricks colors and make them part of the word EURO and eliminate those blocks if those have no real meaning.

Also, are they called EuroGlass or the long name, if so you can't make EuroGlass the new company name on the logo or can you?

Ah ok. Good suggestions, I'll try them!

And the company name might be changing to EuroGlass, hence why I was playing around with it. Unfortunately I don't know what they're sticking with.

adamvk
Jul 18, 2012, 08:11 PM
Ok, I tried some of your suggestions, and here's another revision. Thoughts?

Haha, sorry, I left some of Illustrator in the screenshot. Ignore that, it's not part of the logo. :p

adamvk
Jul 19, 2012, 10:33 PM
Anyone there?

ktbubster
Jul 22, 2012, 03:36 AM
I feel like you're going backwards. I'd like to see the first one you posted but with the blocks rotated a bit more (5-10 degrees) counter clockwise, and a smidge bigger and your text slightly more condensed (I much prefer the Gotham or similar to the bold text in your newest. The bold text seems very 90s.)

Perhaps try what I mentioned above but with the blocks on top of the text and larger?

I'd also play around with more contrasts hues of blue too, perhaps the blue from your most recent paired with the darker of your first?

ChristianJapan
Jul 22, 2012, 03:57 AM
Was better before ... Your first and second one was nice; the circle in your last one kills it (for me)

phrehdd
Jul 22, 2012, 09:08 AM
More peanuts from the gallery.

These are just random thoughts and please take it all as constructive.

The original logo was pushing the "EAP" facet of the name of the company. Did they do this to be known in a shorthand reference as EAP? How significant is this to their identity?

Here is the hard part for me as it comes off negative - You seemed to be trying to make everything fit around your cut of glass "E." I highly suggest you do an exercise and take it out of the logo entirely. What is left? Actually nothing really is left. This force fit of your addition has entirely monopolized your ability to be creative. As well, the E has no real impact on helping to identify the company the way that "EAP" does. I am not a fan of their logo but I do get the value of EAP. I do like a clean look of your work but it really seems more like what one might see on an envelope.

I guess my point is rather simple - it becomes very easy to get lost in a project like this when one of the components becomes too important. This is why I suggest trying to remove it for a moment and see what is left. It is a hard pill to swallow but a worthy exercise.

Just my two cents.

adamvk
Jul 22, 2012, 08:54 PM
I feel like you're going backwards. I'd like to see the first one you posted but with the blocks rotated a bit more (5-10 <a class="inlineAdmedialink" href="#">degrees</a>) counter clockwise, and a smidge bigger and your text slightly more condensed (I much prefer the Gotham or similar to the bold text in your newest. The bold text seems very 90s.)

Perhaps try what I mentioned above but with the blocks on top of the text and larger?

I'd also play around with more contrasts hues of blue too, perhaps the blue from your most recent paired with the darker of your first?

Thanks for the reply! Ok, I tried what you suggested. See attachment one. What do you think?

Was better before ... Your first and second one was nice; the circle in your last one kills it (for me)

Ok, thanks for the comment! I made a small modification really just removing the circle and making the typeface less bold. (attachment 2)

More peanuts from the gallery.

These are just random thoughts and please take it all as constructive.

The original logo was pushing the "EAP" facet of the name of the company. Did they do this to be known in a shorthand reference as EAP? How significant is this to their identity?

Here is the hard part for me as it comes off negative - You seemed to be trying to make everything fit around your cut of glass "E." I highly suggest you do an <a class="inlineAdmedialink" href="#">exercise</a> and take it out of the logo entirely. What is left? Actually nothing really is left. This force fit of your addition has entirely monopolized your ability to be creative. As well, the E has no real impact on helping to identify the company the way that "EAP" does. I am not a fan of their logo but I do get the value of EAP. I do like a clean look of your <a class="inlineAdmedialink" href="#">work</a> but it really seems more like what one might see on an envelope.

I guess my point is rather simple - it becomes very easy to get lost in a project like this when one of the components becomes too important. This is why I suggest trying to remove it for a moment and see what is left. It is a hard pill to swallow but a worthy exercise.

Just my two cents.

The EAP was established awhile ago, and they don't really use it anymore. They would like to just use the full company name.

Removing the "E" is a very good idea, and it's an exercise I'll try shortly. You're completely right when you say when the E is removed, there's nothing there. I need to work on that. Thank you!

ktbubster
Jul 23, 2012, 12:15 AM
#1 of your most recent post is much closer now I think. Perhaps decrease the space between the glass block and the words a smidge. Can also play with different alignment and the blocks on top of the text or others etc, but better definitely.

The #2 of your most recent ... ugh. that font. That font is aging it. I'd stay away from that and go back to #1 and work with that. - also removing the block and thinking about it for a while from that perspective is good advice.

adamvk
Jul 23, 2012, 01:47 PM
#1 of your most recent post is much closer now I think. Perhaps decrease the space between the glass block and the words a smidge. Can also play with different alignment and the blocks on top of the text or others etc, but better definitely.

The #2 of your most recent ... ugh. that font. That font is aging it. I'd stay away from that and go back to #1 and work with that. - also removing the block and thinking about it for a while from that perspective is good advice.

Ok, awesome! Yea, I'll play with the spacing. I think I'm going to go with #1, and just ditch #2 all together. The owner likes the first one as well.

ChristianJapan
Jul 23, 2012, 01:52 PM
The new number 1 looks good.

Maybe the text a bit higher to hit the same line where the middle glas part end (horizontally)

adamvk
Jul 23, 2012, 03:00 PM
The new number 1 looks good.

Maybe the text a bit higher to hit the same line where the middle glas part end (horizontally)

Ah, yes. I need to align that more. Thanks!

adamvk
Jul 23, 2012, 05:58 PM
Few more

ChristianJapan
Jul 23, 2012, 06:03 PM
Like left top and middle; left down is an obvious one but not too sure. Right side top looks bended; right down is kind of ok but also standard

adamvk
Jul 23, 2012, 07:38 PM
Like left top and middle; left down is an obvious one but not too sure. Right side top looks bended; right down is kind of ok but also standard

Yea, I know left side on the bottom is very obvious, but I like it for some reason. Haha. Not sure why.

ktbubster
Jul 24, 2012, 12:20 AM
I like the bottom left one as well - it's obvious but perhaps for a good reason. I think it brings in the glass layers as the E better of course and makes the logo a much better dimension I think. Not too long.

Perhaps the "glare" or whatnot on the layer "E" angle should go along with the angle on the A below it. Somehow that's bugging me. I feel like it could go along with that, but it's just off enough to look odd. Not sure how that would cut it, but try adjusting it to the same angle and see how that goes?

Also - are the blocks of the "e" lined up with the top and bottom of the letters in the remainder of euro? they look a little low and high.

I think after playing around wtih that a bit more and fine tuning you could have something good.

The middle left is also ok - i agree about the top right, not a bad idea but didn't work in execution here it seems.

adamvk
Jul 24, 2012, 12:48 AM
I like the bottom left one as well - it's obvious but perhaps for a good reason. I think it brings in the glass layers as the E better of course and makes the logo a much better dimension I think. Not too long.

Perhaps the "glare" or whatnot on the layer "E" angle should go along with the angle on the A below it. Somehow that's bugging me. I feel like it could go along with that, but it's just off enough to look odd. Not sure how that would cut it, but try adjusting it to the same angle and see how that goes?

Also - are the blocks of the "e" lined up with the top and bottom of the letters in the remainder of euro? they look a little low and high.

I think after playing around wtih that a bit more and fine tuning you could have something good.

The middle left is also ok - i agree about the top right, not a bad idea but didn't work in execution here it seems.

Yep, it's lined up. I did fix the angle of the reflection so it matches the A. Does look much better now. Thanks!

ezekielrage_99
Jul 24, 2012, 07:25 AM
Yep, it's lined up. I did fix the angle of the reflection so it matches the A. Does look much better now. Thanks!

That is a sweet and well executed concept, it was so good to see someone working through the process to engage ideas then develop it.

Nice :D

ChristianJapan
Jul 24, 2012, 07:37 AM
Yep, it's lined up. I did fix the angle of the reflection so it matches the A. Does look much better now. Thanks!

Can you try once to continue the upper and lower color stripe over all characters ?
Somehow URO is too dominant this way.

adamvk
Jul 24, 2012, 08:27 AM
That is a sweet and well executed concept, it was so good to see someone working through the process to engage ideas then develop it.

Nice :D

Thanks!

Can you try once to continue the upper and lower color stripe over all characters ?
Somehow URO is too dominant this way.

Yea, I tried doing that, I felt it looked "cheesy." Do you think it's really too dominant?

fig
Jul 24, 2012, 11:08 AM
Yea, I tried doing that, I felt it looked "cheesy." Do you think it's really too dominant?

What about just making URO the lighter blue shade?

I'd also look at a bit heavier weight for Architectural Products and be sure to individually kern your letters there (at a glance HIT and OD stand out to me).

As a whole, really nice job taking feedback and evolving this logo, well done.

NXTMIKE
Jul 24, 2012, 11:51 AM
The only thing that looked odd was the "E" of the window not looking like an E. Maybe try this? (excuse my quick mock-up skills)

farmboy
Jul 24, 2012, 12:36 PM
Yea, I know left side on the bottom is very obvious, but I like it for some reason. Haha. Not sure why.

I agree with you. If you think about how the customers will refer to the company, they most likely would say, "Call Euro..." To me, that helps guide the logo design. I think you want to reference that, so the bottom left is very appropriate. Especially since "Architectural Products" is a bear to use in a logo, as you've discovered, so making it a minority partner is about right.

Have you rotated the E a little in EURO to see what that does? It would also make it a little less predictable. Upper right is OK too, but I would angle the glass slightly more.

adamvk
Jul 24, 2012, 02:14 PM
The only thing that looked odd was the "E" of the window not looking like an E. Maybe try this? (excuse my quick mock-up skills)

I did not realize it was inverted. Thank you!

I agree with you. If you think about how the customers will refer to the company, they most likely would say, "Call Euro..." To me, that helps guide the logo design. I think you want to reference that, so the bottom left is very appropriate. Especially since "Architectural Products" is a bear to use in a logo, as you've discovered, so making it a minority partner is about right.

Have you rotated the E a little in EURO to see what that does? It would also make it a little less predictable. Upper right is OK too, but I would angle the glass slightly more.

Yea, exactly. A lot of people refer to it as Euro I know.

So yea, he really just wants to be done and go forward with the website, business cards, etc, so I'm going with the one below. Thank you all very much for your help! I'll try to post an update once everything else is done to show how it all came out.

A big change from before. :)

dacreativeguy
Jul 24, 2012, 05:35 PM
I did not realize it was inverted. Thank you!



Yea, exactly. A lot of people refer to it as Euro I know.

So yea, he really just wants to be done and go forward with the website, business cards, etc, so I'm going with the one below. Thank you all very much for your help! I'll try to post an update once everything else is done to show how it all came out.

A big change from before. :)



I just came across this thread today and noticed that you have been attached to the 3 horizontal lines glyph since the beginning. Sometimes a designer gets too attached to an element and puts too much effort in rationalizing it and trying to make it work. You say it represents different layers of glass, but will customers really understand that? Have you asked any?

I'd keep working on it. The three horizontal lines don't read enough as an "E", so I'm betting his biz will become "URO" overnight with that logo. :(

darkplanets
Jul 25, 2012, 07:38 PM
I just came across this thread today and noticed that you have been attached to the 3 horizontal lines glyph since the beginning. Sometimes a designer gets too attached to an element and puts too much effort in rationalizing it and trying to make it work. You say it represents different layers of glass, but will customers really understand that? Have you asked any?

I'd keep working on it. The three horizontal lines don't read enough as an "E", so I'm betting his biz will become "URO" overnight with that logo. :(

It was said before but if he drops the light blue plane in a little it would look plenty like an E while still conveying the concept.

I'm not a designer, however. Consider this your idiot consumer advice.

TyroneShoes2
Jul 25, 2012, 08:20 PM
I still like this one the most (see attached). The "block" strongly conveys the feeling of a capital "E" without being too on the nose, and the angle conveys that the company is not so strait-laced as to be hampered by unnecessary convention, and aware enough to be open to free thinking, yet professional enough to know where the boundaries are and how to live within them tastefully.

Yet, it is still simple enough to be elegant, and much of that is due to the monochomaticism of just two similar shades of blue-grey, and to not giving in to the temptation to be 3D or overly ornate. Restraint in design is sexy. Intelligent men can argue against that, but in the end they will be wrong.

Also, the three arranged shapes inside the block convey order, and a harmony with the concept of architecture. Plus the font choices are killer; it sort of feels "Bauhaus" to me, if I were asked to stick an emotion to it. I don't know how a customer could want anything more.

Where I think the later attempts go wrong are that as soon as you change the angle to a 3D angle, it no longer says "E" to me, and it seems at cross-purposes to the flow of the lettering.

And adding the plastic reflection is too much. I am all about that plastic reflection more often than I would like to admit, but in this case it also takes away the statement that it refers to the letter "E". With the plastic glint it is now ambiguous in my mind whether it really refers to the letter "E"; it starts to look more cylindrical and whether or not it says "E" to me is now vague; I can no longer feel it. That raises the unnecessary question in my mind "is it supposed to be a stylized 'E' or does it now look more like an actual physical object and not a letter at all?" When it was flat and 2D there was no doubt in my mind that it referred to the letter E", and that is also more simple and elegant.

If you were to use these elements to build an animated tag on a TV commercial, then the glint would make sense; you could emphasize the reflection as you twirl or squeeze the "block" into final position (or even as you manipulate the three elements within the block into place independently), but once it all arrives there it should look just like it does here, with no glint.

Then you would have the best of both worlds; during the transition that builds the logo on screen, you can use a plastic reflection effect to plant the seed in the viewer's mind that this is all coming from real physical materials, but once the logo is built and static it still says "I am also now definitely a flat, stylized, printed letter "E". If I were the client, that would just knock me out.

Miles Davis said "less is more". He was right.

ktbubster
Jul 26, 2012, 01:56 AM
I think you're really close here. Double check the alignment on all sides (do the words on the bottom begin and end aligned with the "euro" part? The S on product seems a but more right?) .... The swapping the colors wasa. Good call. I think this is the cleanest and best propertied one and emphasizing "euro" like a previous poster mentioned is good.

I disagree with the poster above here though, I agree with things he's saying just not for the logo he was talking bout. I think that one is unbalanced and makes it seem like the blocks and text are disconnected, almost that the blocks at randomlyly precariously balancing.... I'd say stick with your most recent direction. Seems solid and clean... Like glass! :)

I did not realize it was inverted. Thank you!



Yea, exactly. A lot of people refer to it as Euro I know.

So yea, he really just wants to be done and go forward with the website, business cards, etc, so I'm going with the one below. Thank you all very much for your help! I'll try to post an update once everything else is done to show how it all came out.

A big change from before. :)