Any opinions?

My goal is to show contrast and diversity: The tradition of a Latin font (albeit a rustic, eclectic one) together with the clean, artsy look of the Avant Garde.

Opinions of lower case versus all-caps? I realize the actual company name will make a difference on that. But overall, what do you think?

And lastly, the business currently uses Avant Garde in its logo, with no other type. That’s why I continued using it. Does it work? If not, do you have suggestions?

Or, do you have another Latin type suggestion?

That doesn’t look Latin, just distressed.
Trajan is Latin, and this too:

I think the Latin part should be all-caps. If there’s a “U” in there you might even show it as a “V”. :-) The subtext could be lc (maybe all-lc) but with a nicely contrasting font it doesn’t have to be. In any case I’d avoid Avant Garde. It smells moldy. You don’t want moldy furniture.

Also, the weathered idea make me uneasy. But it depends on what kind of customers the client wants. And that central question should guide the choice of an Avant Garde replacement.

Nick, that’s more Greek than Latin.

hhp

Re “Latin style fonts”, see also: http://typophile.com/node/63613

Hrant, my point is that there are two ways to approach Latin-ness.
Either through authenticity (Trajan) or through popular (mis)perception (Caesar’s Palace).

IMO, some of the Shaw/Boge types would be good for “Latin”, e.g. Donatello, Ghiberti, Beata.
Based on Italian Renaissance inscriptions, they combine the authentic classic proportions of Latin antiquity with a slightly hewn effect, to satisfy the popular conception of something a bit rustic. A clean sans to complement such faces could be Futura, with its Classically proportioned capitals.

Here’s an interesting article on Latin type. Actually, there is a style of rustic capitals, as listed on page 4 of this document. That’s the look I’m interested in.
http://guindo.pntic.mec.es/~jmag0042/LATIN_PALEOGRAPHY.pdf

Thanks for your conversation and helpful input. I’m checking into all your suggestions!

http://new.myfonts.com/search/herculanum
But I don’t know if I can recommend it.
Is it a company that coats everything with a patina? :-/
http://www.borsheimarts.com/atwork/patina/bronze_patina_040919g.jpg

hhp