I'm designing a logo for a local financial planner. After discussions with him, something along the lines of an adapted Eurostile seemed like a possibility.
Any suggestions? Please keep in mind this is the initial concept sketch and not a final product.
On a literal level I wonder whether trees and everest work, but if you used mountains you would be even closer to the evian logo – which was my first reaction. I find the s too wide and the r is reaching a bit and I am not a fan of the letterspaced sub.
Tim
At a conceptual level, I don’t think that the pine tree arrows work with the name. When I see pines I think of, well, more friendly mountains. Everest is about as imposing as geological features get, and the uplifting pine trees clash with that. The letterspaced type at the bottom appears to be competing for attention with its superior; toning it down and letting it settle into a nice quiet state would work better.
At a nitpicky level, chopping off the terminals of s creates a letter that draws attention away from all of the others. It also makes the letter look unbalanced when one is looking at the left side of the logo while the right remains in periphery. It also creates a weird gap because the horizontal stroke of t does not extend to the left.
The notch in v appears to flare a tiny bit due to the wide counter and narrowing strokes, try tucking it in a little.
I’m not buying r at all, it’s too tall, and may be too narrow.
Make the es taller.
Thanks for the feedback. Those are fair comments.
I'm not really sure what to do about the icon. The client wants to stay away from a literal mountain interpretation.
Why does this logo need an icon? A company specializing in wealth management doesn’t strike me as one whose customers will have trouble just picking up on the words.
I guess they don't "need" an icon. Like a lot of clients, though, he seems to really like the idea of having one.
It probably doesn't have to be as prominent as it is.
Just tell him how lucky he his to have a company with a name that’s so strong it stands out without an icon. Use his ego against him...
There are very good reasons to stay away from the literal interpretation, leaving aside the evian remark I made. A handsomely created and considered logo would serve your client better than an obvious one.
http://images.google.com/images?svnum=10&um=1&hl=en&safe=off&client=safa...
Tim
Even before reading Tim's post I thought immediately Evian. Maybe just changing the colours could help avoid the association with Evian.
You also may want to take a look at Infinity, one of my faves right now.
Captured from web.archive.org on 3 Feb 2012. view this capture
