Not another logo critique thread...

Discussion in 'Design and Graphics' started by iMacZealot, May 31, 2009.

  1. iMacZealot, May 31, 2009
    Last edited: Aug 2, 2013

    iMacZealot macrumors 68020

    Mar 11, 2005
    I was commissioned to rebrand a home health company in Maryland. The company provides medical assistance to less mobile people and also provides some assisted living apartments.

    The original is not a stunner. The typography is disaterous (Times Bold? How creative.) and the navy blue is rather cold for a health business. The logo leaves a lot to be desired, and I think all that negative space makes it rather unclear (a house in front of a cross, and a sun inside the house-- I'm not sure why there's a sun there, either).

    I simplified the company's name to how it is referred in the vernacular, and I replaced the typography with something a little less dated while also using a warmer, complementary color. I wasn't sure what to do with the logo. I was partially inspired by the new Delta logo to make something three dimensional by using just two colors.

    What do you think?

    Attached Files:

  2. fireshot91 macrumors 601


    Jul 31, 2008
    Northern VA
    Not that I'm a designer of any sort, but I like the second one better as a consumer.
  3. Kwill macrumors 68000


    Mar 10, 2003
    Ha. Assisted living apartments? Do you really think a pyramid for entombed dead bodies is the best symbolism?
  4. iMacZealot thread starter macrumors 68020

    Mar 11, 2005
    The first one wasn't designed by be; that's the 'before'.

    I was trying to reincarnate and modernize the roof of the home in the original. I'll admit that I'm low on ideas for the logo. Do you have any ideas for the logo?
  5. ezekielrage_99 macrumors 68040


    Oct 12, 2005
    You beat me to it...
  6. opeter macrumors 68000


    Aug 5, 2007
    Slovenia, EU
    Actually, the first one is much better for this type of bussines (because there is a cross inside on the top of the roof). Especially the colors. Every dentist, dental, medical etc. stuff is using blue/pastel green etc. colors nowadays. I would tweak the logo in the first one a bit (no 3D at all) and rethink the type.

    Because all you need to do is to upgrade the already "known" logo.
  7. Rt&Dzine macrumors 6502a


    Oct 8, 2008
    A different direction you could go . . .

    Home Health

    • Stack Home Health above the full company name (but of course adjust the sizes appropriately).
    • Incorporate a simple health-related symbol in the word "Health." Maybe replace the "a" with a heart symbol (in a somewhat different color but not too different) and reverse out the cross medical symbol.
    • Incorporate an abstract home-related symbol. Such as a roof over part of Home Health (maybe from the "o" to the "heart).

    I mocked this up and it looks pretty good.
  8. Macky-Mac macrumors 68030


    May 18, 2004
    I can't think of any way that a pyramid makes me think of anything along the lines of what you say your aunt's business actually does, and I don't think it "modernizes" the house roof at ditch the pyramid would be my first suggestion

    maybe combine your new typography with an update of the existing logo?
  9. AlexisV macrumors 68000


    Mar 12, 2007
    Manchester, UK
    Gill Sans light can be nice, but it looks a little bit zzzzz in that logo.

    Scale between the pyramid and the text is a bit off.

    Check out the trends at for inspiration on symbols. You need something much more funky than the one you have.

    And when you come back, show us variations, not just a single logo.
  10. THX1139 macrumors 68000


    Mar 4, 2006
    The original logo is bad, but it's much better than your redesign. There is no relationship between the type and the pyramid shape. You have all kinds of issues with proportions and spacing - not to mention color, content and meaning.

    You're getting paid to do this by a family member? That's always a good idea... maybe I should get my brother-in-law to do my next dental exam?
  11. DoFoT9 macrumors P6


    Jun 11, 2007
    sorry but i am not very fond of the 'new' design, does reflect the goals of the business nor is it very attractive.
  12. eleven2brett macrumors regular

    Oct 20, 2008
    I would stick pretty much the same original logo in the space to the right of health and above the other text. I think that would provide unitity that the original design lacks.
  13. Demosthenes X macrumors 68000

    Demosthenes X

    Oct 21, 2008
    I actually like the original better. The new one, the colours and scale are off, and it doesn't really tell me anything. "Home Health" - what is it? At least by including "Health Care Professionals" it indicates that this is some sort of service, and not a "home health remedy" product.

    I would play with the original logo, which is quite neat but, as you say, a little unclear. Try making the house stand out more?

    I think the blue works - subliminally, it reminds me of Blue Cross/Blue Shield, blue ambulance lights, Doctor's scrubs, and even the "code blue" they use in hospitals. The colours in the new one... I'm not so sure.
  14. Rt&Dzine macrumors 6502a


    Oct 8, 2008
    I mocked up this idea using the original logo and it works nicely.

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