The newer sketches are adding too much to it. I don't get why the star or initials has to be in a hexagon. I don't like that "Best" is in all caps. simplify your shapes and colors. Work in black and white first, then move on to color. Nothing here is working for me yet.

penn

SOme things are worth keeping like the star and probably also orange colour because it goes well with the feeling of the word best. Maybe a 0,20,100,0 (CMYK) would be even more "golden"... Otherwise they are becoming too complicated in comparison to the original one.

First step I'd do is I'd try to find a sans serif font to replace in the original logo that would go best with the star in hexagon.
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Robert Koritnik

I second and third the concerns that too many elements are being added to the redesign. A common sentiment regarding logos/identities is that unnecessary elements should be sifted out as much as possible to distill down to a concise visual communication of the brand.

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Michael Browers
www.michaelbrowers.com

that's also a common sentiment for desgn in general.

:)

the colours are a step in the right direction.

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Paul Ducco
Graphic Design Melbourne

I don't know... the elongated hexagon IS distinctive... I do agree with the "too many elements" comments. The tagline as is is SOOO unnecessary... reminds me of 'best little whorehouse in Texas.' Comparisons are odious.

I'm thinking I'd like to see a nice typographic treatment of the word 'Best' inside the the hexagon (the one you've done for 'BL' is quite handsome) and then finish off with 'Life' in grey outside the hexagon (either to the right or below).

The tagline SHOULD say something... other than what you've already said:

'BEST life and health insurance for the 21st century'

(not sure it needs 'life and health')

Good Monday everyone! appreciate all the great feedback.

Look like everyone agreed it's way too busy, I will work on simplifying it.

Penn, I agreed with you on "BEST" doesn't need to be in all caps, but unfortunately that is how it's being use in all the collateral. Maybe I should try putting "Life" in all caps also...just like the old logo to balance it out a bit.

Chazglen, funny you mention putting the word "BEST" inside the hexagon cause that is how the original BEST life logo was created in the 70s. I did tried to update that also.

Thanks again everyone...I will take all your feedback & rework the design a bit.

the hexagon is currently really uninviting.

and the type is feeling really bland.

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Paul Ducco
Graphic Design Melbourne

alright, worked on it last couple of days & here are the updated logos. Please let me know what works & what doesn't...& hopefully I don't have to start over from scratch.

btw, the tag is a requirement.

Thanks again everyone!

I undertsand the tag is a requirement ... but is the word company necessary? ... it seems overly useless.

1 & 3 are strongest. 1 is too childish? 3 is too boring (and off balance)?

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Paul Ducco
Graphic Design Melbourne
Bicycle Film Festival

#1 definitely has less clutter. Tag looks somehow horizontally distorted - stretched. Maybe the logo would look better if you used larger type for your mandatory tag line. I's still consult the client whether it's possible to change it to Life and Health Insurance, because logo already reads "Best life" and company really is one thing too many.

Anyway. I'd try larger tag type that will probably span more than 1 line. I think your logo will look much better this way and you will also eliminate small size problems.

Since logos should normally evolve I'd suggest you stay with #1 and refine it.

You'll also have to do something about the star cut because you created a very thin line that may look as an error and it will probably create more bad than good.

Carry on.
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Robert Koritnik

BL reads bull to me. I know bull has been mentioned in another thread, but I would stay away from those initials if it were my project.

Sharon

Worked on it a bit over the weekend. Please let me know if it's an improvement.

Thanks much!

Considering that Walmart is going to be switching to an asterisk-like mark, you may want to shy away from that approach, although the enclosed asterisk design you have would be different enough. Also just a minor nitpick on the business cards but make sure to add an "s" to the end of "Vice President of Sale" - it should be "sales" not "sale".

Thanks Bem!

funny, I got rid of the star cause I thought it looks too much like walmart.

Your top version there in the latest set is the best by far. My only advice would be to create some sort of interaction between "BEST" and "Life". I like the simplicity, but they're not meshing well with each other.

penn

Feels way to tight for me.

Square enclosed asterisk looks very nice... It's somehow unballanced and off but it's a nice start. But I'm not to fond of squished letters. Especially the ES combination.

Otherwise it looks much more refined.
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Robert Koritnik

Thanks for the advices...I will make some adjustment to fix some of the problems suggested.

OK, did some subtle adjustment to fix the problems suggested. Please let me know if it works for you. Thanks!

I'm liking option 2 on this last round although the enclosed asterisk is breaking out of it's box - not that that's bad but you should either make it more deliberate (really break it out) or reign it back into the box.

Feels way to tight for me.

I agree, especially in the boxed versions - looks like the letters have needlessly been crammed to the side.

I like the star of number 1 better. The asterisk is way too close to walmart for me and in general seems like a very generic "we're a bright fun happy good company" logo. Number 1 generates more interest for me.

I think the problem of tightness in the logotype is only exacerbated by the spine of the "B" being cropped by the box. (Things don't seem too tight in number 2.) Try spreading the box away (give the logotype some breathing room) and see if that helps ease the tightness.

penn

I like this one the best, and I think it ha a certain longevity that the others didn't show

But, my only caution, is make sure it doesn't resemble this logo too much

Enclose the asterisk inside the square. ANd if it's going to stay lifted over the letters make the centre of asterisk align the top stroke of T in BEST.
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Robert Koritnik

This project is dead in the water. Management decided to cut expense next yr due to the slow economy. To reprint all the marketing materials would be too expensive. I will continue to work on it whenever I have some free time at work. I want to thank everyone for their inputs, you guys been a great help & inspiration! Thank you all!

I hope they paid you for the work you were asked to do, even if they choose not to complete the project, or even if they choose not to use it.

Hopefully by the time this is re-opened you will have had a massive epiphany and a killer logo that will knock everything in this thread right out of the water, and I'll look forward to seeing it then!

Best of luck!