The rounded corners don't seem to fit.

Thanks@Aluminium.

Do you think it would be better to search another font (like rounded)? I have tried the mark with straight corners, but it somehow looses its flow, IMO. But I could use some fresh eyes...

I see what you're trying to do here. I didn't pick up the figure-ground-reversal at first. I didn't even get it on the second or third time. I believe you're trying to have that duality of image but frankly, it's not working because the balance isn't there.

Some observations:
The rounded corners throw me off; makes me think "children" or "immature." There's no sophistication here. Is there a reason you haven't ALL CAPS? You have a lot of vertical movement with the House and Pencil illustration, which can be cool, but you need to follow it with the typography.

Questions to ask yourself:
If she's fun/funky, why not tilt the house? Capitalize on the fun/funky 'cause that's what's going to set her brand apart from anyone else.

Architecture is about the 3D form, yes? Why leave this as a 2D logo? What would happen if you add depth to the illustration but kept the concept of the pencil within the house?

best regards,
daniel

imo, trying to mix 3 different symbols might be quite difficult and trying too hard will get you a bad logo. I'ld stick on 2 symbols, like the A and the House, or the pen and the house, etc. If you ever succeed to get those 2 together well, maybe the third will fit if you're lucky enough.
(excuse bad english)
good luck,

i.

Thanks,

I think I feel the type is not working because maybe the mark isn't working...
But sometimes you just fall in love with your own concept...

I'll try some more sketching... Maybe 3 ideas is too much. Will post more soon:)

I've added some premature sketches (digitalised, not yet 'designed') in relation to the idea of combining either letter A with house, or pencil with the house.

I'm hoping to hear some thoughts on this...

I think that number 2 is interesting because the angle makes it more dynamic and multi-dimensional. However the shape within throws it off because it's not at the same angle as the outer shape. In most of your shape-within-a-shape designs you seem to be avoiding lining up the shape within to the shape outside – is this on purpose? Some of them are off by just a little bit and perhaps would create more harmony if they were balanced. Be aware of the small details of the others... some of them are small on-screen and could potentially fill in when printing.

How about a combination of 3 and 4 ? Pencil on top of the house shape. First row is largely unremarkable. 6a and 6b look quite a bit military.

I would most certainly drop 5a, 5b, 7a, 7b, 7d, 7e, 7f, 7g, 7h. There was a Little Johnny joke about this shape being someone fetching a soap from the floor.

Hmm .. actually 8a/8b are very nice. A bit too simplistic, but the A in a neg space is awesome.

I liked 6a and 6b.

8a. Definitely.

penn

Thanks everyone, for the great help!

My own picks were 2/3/6a/8a. I will coninue on those. There is something else i want to try too, because of number 2. I really like the 2D vs 3D effect in this. Probably post new developements tomorrow.

@epsilicon/penn > I really like 8a but in my sketches (on paper) I just couldn't make it more 'not simple', specific... Any ideas on this (or is that my job:))...? I tried with serifs, maybe i'll go that way.

@natalie_F > please note that these are quick drafts, to visually order my ideas.But thanks for the heads up on the detailing, definitely a thing to always remember:). And for the offbalance > I didn't do it on purpose, but some felt to rigid hen centering everything.

Anyone else care to chime in?

Marco

Don't try to jazz it (8a) up. Play around with it with some fonts to get your ideas going on how the mark would fit with text. Make it interesting through how you use it.

penn

Hold on a sec. Is (8a) supposed to look like a tip of a pencil ? If so, I'm just not sure if that's a correct concept for an interior architect (as opposed to a graphic designer, for example). I mean it is certainly relevant, but it's not 100% spot on.

How about something like this to make the 8a/b a bit more interesting:

Now it looks like a crayon. Though you might attract a younger generation of client :)

penn

@epsilicon: we're losing the A but it does look more like a pencil

my picks would be 3 and 8a
:)

3 and 8a

I think 8a combined with some better typography would be excellent. The way you use Univers looks a bit dated and unpolished. Try something different. Some slightly geometrical sans serif could do the trick… perhaps Avenir? Gotham? Futura?

A small update... Been a little busy with other clients, but will post more tomorrow.

Thanks for the input everyone!

I think there is too much contrast between mark and type. Mark is pretty strong so you should distance type and make it more neutral and balanced because this great mark is losing its power because of type. Mark itself currently is way much better than with type.
_

Sandro

@Sandro: Thanks for the input. Do you think the mark with straight lines is better?
Agree on the type. Repalcing the 'A' with the mark isn't working...

Yes, straight line is better choice. Solution lies in creating the space and enough distance and ratio between mark and type. Especially as mark is so black and strong.
_

Sandro

Need a stronger type. Like bolder maybe? But i like the all caps.

Try a sarif typeface! Or a lower case "a" ... perhaps. You'd lose the pencil though, so scratch that. 2 and 8a are good stuff. Nice job thus far.

best regards,
daniel

Update:

I tried some bold type, but still unsure...

Fitting a logo into a square is often a good choice. Try putting the mark above the type? and balance out the contrast between weight and size.

courtney

A simple variation. I'm going for trade gothic at the moment.
(also a businesscard solution)

I'm liking where it's going, still need to kern kern kern:)

I think the 12.59pm type choice looks better. The condensed trade gothic doesn't really match the wide footing of the mark.

@ epsilicon: I tried that... Maybe I'm tired :). For the sake of comparing.

I think it's better. Perhaps consider even wider typeface. Something like Gotham, Omnes or Locator.

For no real logical reason, I want the white space between the lead and the pencil wood to match the weight of the typeface.

Or, I want to add an s-shaped walking path up to the little pencil house .. and change the name to "Appelo Studio" to create the initials AS to match the mark. Ok, well, maybe not.

But my white space idea might unify the mark and type better...?

:)

Thanks all!

Another set (already made previous to your comments). I tried to bring the 3d effect in the house... @Alaskan > I already tried to match the whitespace. I didn't think it was working:) Above post uses double.

Notice as these were sketches, the centering is NOT optically correct.

A variation where the lead of the pencil matches the X-height (and with Gotham).

Last one is nice and solid.

penn

Isn't the mark a bit too heavy in the last one ? It seems to be sitting on a type.

It all might depend on what sort of color treatment is applied. If its a nice light yellowish tan it might work ok. I do agree though on 2nd look that as a big black mark it does come off a bit heavy.

penn

hmmm, scale down the logo mark, and open up the kerning a bunch. It will give the logotype some more space, but also look clean and light. (this is why the logo type needs to scale down) I'm just seeing it in my head, so it might not work, but give it a shot.

courtney

oh oh oh, Futura! Futura Medium.

courtney

@cslem1 > thanks. Looks OK, but I really don't feel futura, mainly because of the differces in X-width.

Anyone else has opinions on the mark itsself (the symbol)?

I like the one with Gotham, looks like you almost have a really well constructed logo/mark (just a tad off here and there).

@neverblink > I'm not sure that works so well. There is an optical side that needs to be taken into consideration. The logomark is very blocky and heavy, it needs a typeface that can hold that weight. The latter is getting crushed. Even if he picks a heavier typeface, it won't help. There needs to be a bigger contrast in size to hold up that mark.

courtney

I don't mind the mark being much bigger in relation to the wordmark. It gives it the feeling of scale - as big as a house - which seems fitting for an architect.

Ofcourse this wouldn't work in small sizes. But an alternate version with the text next to the logomark would solve that.

@neverblink/cslem...

Im thinking more the leaning towards the futura option, only with the type slightly smaller... Next up is color. I know it has to be yellow. I really like black and yellow for this type of form/identity.

Also, I have another idea I want to present to the client (on monday we will have our first meeting and I will show her above option and below). I am wondering on your opinions on this direction also. Thanks alot so far... Fire away:)

The alternative is certainly very unique. I am not sold on the details of its execution, but the concept of stretching a letter over a 3D surface and then dropping the 3D is rich and original.

PS. Perhaps keep the plane edges in B/W version ?

The logo prior to the current one design reads: “school house, church, art supply, education”.

@ Super: Thanks! I see what you mean. I think the school/education link is problably the combunation of Futura and the simple shape. I think this is why I hesitated on Futura. going to try something to get away from that.

@ epsilicon: yes I liked this concept to, but still struggeling in execution. Maybe you can eleborate more what you don't like about the execution? Would be cool to do a font this way.

Thanks!

Tried with all lowercase and it makes it more calmer, not so dark as mark itself.

Sandro

i think that your 3d attempt logo is very unique. i love the middle ones with box and color. You can vary this theme to the infinite, this is very rich. for the BW version, i prefer the second one because i looks less randomly deformed.

I would agree that the 3D sketches are more unique compared to the "pencil-tip" design. As SuperUltraFabulous said, the pencil-tip gives off a "school-house" or "education" vibe. It seems to me that 3D mark connects better with the client's business which is interior architecture while avoiding that educational feeling. Just my two cents. Keep up the good work.

Just an idea:

penn