sorry, problems with my network...

pdf file firme logo.pdf (442.6 k)

The first thing I would do, is take it out of the box. I think this will help in evaluating the relationships between letterforms vs. the relationship between letterforms and the box. I think you're on the right track with the "r", but I'm not sold on the "F" yet. Outside of the black box, I think you can increase the letter spacing between some of the letters more easily (i-r, m-e for starters).

Aloha!
Scott

Oscar, a few issues here imo ....

* The dot on the i cutting into the F creates
an odd counter shape and sharpness that
doesn't fit in with the rounds.
* the Vertical stem widths appear consistent,
but the horizontals are inconsistent.
-- the counters on the m are too tall.
--the crossbar on the F seems too thick.
--the top horizontal stem on the F seems thick
in relation to the other letters, too.
You might set some guides, adjust,
and then eyeball a print out. (Actually, not you
but your friend.)
* the m seems too wide.

bj

What would straightening the top stem on the F look like
The dot on i...maybe curvilinear (rising sun) with different F
bj's comments on the m sound good to me

thanks for all your comments, its so usefull.

theres some changes...
-delete black box.
-added some roundness in the cut in arm of the F, also made more thin.
-redraw horizontal stems.
-decrease counters in m, also mede it some thiner
-decrease counter in e
-some improvement in spacing.
-added "Construcciones" in officina sans.
-

i think there's some improvement, but there's lacks of personality, especiality on F, can i do something to achieve this?...

Love the changes! Really sharp. The F roundness is great, but try it a little thicker (and straighten?

That i - the dot shape is so-o demanding of attention.

The crossbar on the e looks a little anemic to me. You might try thickening it a bit.

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quote:

The crossbar on the e looks a little anemic to me. You might try thickening it a bit.

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well, theres another version with f arms and crossbar thicker, and theres some cards with different aplications of the logo....

i think this logo is the one...

The logo has improved significantly. You responded well to this critique.

I'm not sure if the wavy lines capture the essence of construction in any ways that I am familiar with, but I could just be naive. Given the choices, I think I'd go with the bottom layout, but I'd increase the gray space in the center and decrease the weight of the lower black bar substantially, either by making it thinner or changing it to a dark gray.

Aloha!
Scott

Hola Oscar, todo OK, solo un detalle: la curva en la "r" es diferente a las que hay en los otros caracteres, es m�s amplia (se ve m�s redonda).

The bottom layout fits better with the logo. The other two have nothing in common with your logo.

I agree with the layout of the bottom card being the best. Who wants to work with a wavy construction company? Solid right angles and blocks yes

thanks fow all your comments

Christian: gracias por esa observaci�n, realmente se me escap� de la vista.
Har� los ajustes en cuento tenga tiempo, ya que me esperan unas semanas bastante ocupadas...