Typophile

Logo rework for small company

Jeremiah

Hey, this is a new logo mock-up for a small creative firm, specializing mostly in interactive design. The old look we felt was a little to dark and edgy and decided to lighten it up a bit. The new look is just a text mark in Bauer Bodini pt72. We feel we needed something a bit friendlier to relate with our current stream of clients(doctors, lawyers, etc...). We think the new look is a bit more timeless and wouldn’t have to be drastically changed in the future, maybe just retouched. Feel free to make any comments or suggestions on the logo including if it should be accompanied by a mark or not?? Thanks for any posts.

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nicholasgross

Hey Jeremiah,

I think it’s neat and memorable, due in no small part to the interesting name, the word looks good, it looks trustworthy and arty. My only question is, is it too similar to Pentagram’s to create enough of a point of difference? Maybe a mark would help
cheers

—N

j_polo9

why fourfather?

Jeremiah

Hey, we get asked that all of the time so I’m pretty good at answering the question. We named the firm Fourfather obviously because phonetically its “forefather”. The meaning of forefather has to do with being a part of a tradition from its origin. We feel we’ve collectively been in the business long enough to make that bold of a statement. The Four replaced Fore because there are 4 of us who started the firm. Plus we do operate mainly on a digital medium and the number in some slight way validates that. Would love to hear more comments on the name/logo/color, anything you guys have to offer would be great. Oh and Nick, thanks for the post. I am very familiar with Pentagram and it does come to mind when looking at the word. I think maybe a color change would help improve, but we do love the color.

Jeremiah

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Lex Kominek

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