Typophile

FAST Logo Critique

AndrewSipe

I’m working on a logo for a Navy program called FAST (Fleet Assistance and Shipboard Training).

I’m liking the direction I’m going with this one, but something about it seems off. The color palette they’ve asked me to use is Red and Blue (a horrible color palette). There wasn’t much direction after that. I originally did just a stand alone logotype (http://typophile.com/node/43354), but they powers that be said they wanted more blue in the logo. I added a nautical star compass element (a lot of allusions to direction which works with the assistance and training concept).

Anyway, I’m at a stand still. I’m not happy with this, but I don’t have much time left to develop a new concept or look. I’d love to have some creative criticism in hopes of remolding this into something better. It has to work as a stand alone and a web logo.

I’m not looking for brutal comments, and I have to apologize, I don’t have sketches to add.

What seems off is the size of the word “FAST” compared to the compass. Unfortunately, there is nothing to bring the logo together. The word “FAST” It far too prominent and dominates the logo. The colour pallet they have suggested is actually a good one. Keep the current red and go with a darker blue. No pun intended here but use a navy blue for the compass. Revers the compass using the Navy blue and white. The background in the centre of the logo, where you have the yellow (colour #3), use the Navy blue. Where you have the light blue, use white and where you have your mid tone blue use a screen of Navy blue at 50% or 60%. Remove the tile-esk edges on the circle and maybe work with placing the North (N), South (S), North East (NE) etc. out side that circle and relative to the compass. For the “FAST” text I would break it up so it looks like F.A.S.T. (sumilar to other military identities). Revers locations of the Fast text and place it behind the compass so the compass becomes front and centre and diminishes the power of the FAST text.
This logo actually uses 4 colours to reproduce - Black, Blue, Rad, Yellow.

Over all You have a really good design here. It has a lot of potential. Good luck!

Patrick Davis Provisional R.G.D.
Owner / Senior Designer
Nexus Communication & Design

Something like this, perhaps?

i would avoid the clash between the 2 elements. Or, if you want to mix them, try to make them complementar to each other

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www.nunocoelho.com

I wonder if what might be seen as a clash is the color variation. I mean in the word FAST the shift from highlight to shadow is much less dramatic than it is in the star. It is almost as if the lighting is different for both.

I wonder if what might be seen as a clash is the color variation.

This might be true. I’ve already shown versions of just the logotype with these reds, so, I should probably try and match the value better in the blues.

How bout these blues:

Simplified even more so, the star now matches the chisel style of the letter better.

The top works more than the bottom for me. Having the gray outline (bottom) come in front of the dot in between AS seems wrong. Dimensionally I mean.

Although the black strokes widths should be uniform, no? The strokes on the star are too heavy. Again this gives the appearance of the star being in front when it is actually behind.

Could you integrate the compass into the ’A’? Instead of it being in the middle of the word, maybe integrate it into the negative space of the A instead? That would allow the compass to a) be smaller and b) align with the slant of the type. Just a thought.

I think spacing it more with the periods doesn’t help. It now reads less as ’FAST’ and more as F A...S T...which doesn’t feel ’as fast&#

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