Bottom left typeface fits the logo best, to my eyes.

Yep. Perhaps try the alternative cut, it has slightly more open C.

I don't mind the top right one either ... but maybe my German eyes are just tired of seeing DIN :)

Can you explain what's the idea behind the bars? The fact that the trend is going down, in combination with "economic development", didn't give me the best first impression of the company. Am I missing something?

^ Bars form an F lying on its back.

Tnx for the replies:)

@sebastian_k: your point of view about the bars is the reason why I'm searching another solution:) The idea behind the bars is like apankrat says.
About the typeface, I like the Dancer Pro which is the first top on the left because he has a lot of character and it's not DIN:)(I'm joking about DIN).
I'm searching other solutions keeping in consideration your feedbacks that are really helpful.
Cheers, Luca

Trying to take out something...

with alternate C of DIN

I too like the Dancer pro typeface, although the crisper edges of DIN seem to suit the mark better. Perhaps if you very slightly rounded the corners on the bars it would work better with Dancer pro.

I'm not liking B, C or D as they are either stretches to fit the shape of the 'F' or don't really read as charts/graphs. in A, I think you could add another bar to the left, the same size as the short ones. The tallest bar to the right could also perhaps be shortened just a bit to help in reading the graph as an 'F'.

@penn: you help me a lot to figure out how to improve the A. direction of the logo.I agree with you about B,C and D. Tnx very much:)

This is what I've got following your suggestion.

Maybe I must round a little bit more the bars of the left one.

Cheers, Luca

I've rounded a little bit more the bars.

Another try

Don't get stuck in creating an F.

@1996type: I want refine the penultimate (the only decent) example and simultaneously find something else that is not an F:)

Cheers, Luca

I think the type in all your options is spaced too loosely. Tight them up and you might start liking your less favourite options better :)

If you're not happy with the F bars, and want to tap into the forum's creativity, can you give us a bit more of an idea about the company? Does the "Fin" stand for something finance-related? What kind of people will get to see the logo, and where? Is "clever" a requirement, or rather "geometric", "businesslike", "dry"? In other words, is this going to be a brand kind of thing, or just something that goes on a letterhead?

Hope we can help :)

@sebastian_k: the client is happy with the F bars so I'm happy too:)
The logo must be "businesslike" and he is going to be a brand kind of thing. "Fin" stand for nothing.The visibility of this company is limited to a particulary region of italy (Calabria) and the target are all the business men involved in economic development of this region.
Do you think that the logo with de bars,could be a good one for this company?

Cheers, Luca

@apankrat: I want see what happens if I space more the type. Tnx for the suggestion:)

I reduced the space between the bars to improve the legibility of the F.
I also spaced more the type as apankrat suggested me.

Trying some color

another try

I'm trying to make more clear the graph that form the F.

little adjustements

The choice...

Of those, the left, flatter one is better.
I'd actually return to the original C, too. This one looks too narrow to me.

Have you tried forming 3D F from just three strips? Long (far left), shorter (middle) and short (front right). Might help with reducing the complexity (and busy feel) of current version.

Thanks for the clarification! Go with the F-bars then :)

I like the spaced out Dancer one most. The 3D idea is nice, but a bit too complex for a logo – you have to look at it for like 10 seconds to recognize the F and the bar graph, and nobody looks at a logo for 10 seconds.

If you can find a simpler way to integrate the F with the bar graph, go for it; I suck at it too though (see below) :)

Or, implementing Alex' idea backwards (so that the graph is going upwards in reading direction) ... come to think of it, I suck at shadows. Pick nicer colors and forget about the gradient :)

this is what I got

the first one on the left I think is more legible and follow in some way the I.

You are too kind guys. I'm learnig a lot following your suggestions.

Thank you...:)

Maybe the second one is more balanced?

Much nicer than mine. Maybe something in the middle? The first one is probably too tall for practical purposes, the second one I find a little too squished. You're getting there though.

P.S. Maybe it's only after scaling down, but the shadow in the back seems significantly thinner to me than the ones in the front. A little perspective may be good, but I think its a tad too much :)

I want try as you say immediatly! :)

this is the result:)

Nice stuff! I love it! :)

... maybe, but that's just my personal opinion, experiment a bit with the relative size and weight of font, bars, and shadows. I find the text a bit overpowering, while the bars are somewhat flimsy in comparison. Just a thought though, you'll have to experiment.

Yes the bars are too flimsy also for my taste. I want to fix this problem:)
Thank you!

Experimentig with the font size

I think the concept is sound, but the execution isn't working. By the time this is made smaller the F is lost entirely. Does the angle of the shadow have to be so extreme? Do the bars have to be quite so thin? And does the type have to sit so close?

Well, since we have started throwing sketches into the ring, here's an idea -

It is pretty close to Fila's logo and I am going to guess that it has been done before, but that's as simple as it gets. More F, less bar graphs, but still got both to it.

--

Oh, and, Luca, I meant to space letters closer together, not farther apart. I just noticed that you got it the wrong way around.

@apankrat: I would keep all the bars but your suggestion is really helpful because they was too flimsy.
I reduced the space between the letters...eh eh

Thank you

@Miss Tiffany: I agree with you and I'm trying to fix all the wrong things:)

Cheers, Luca

Is it just my eyes, or is there something wrong with the perspective in the shadows?

@CaleD: I used a perspective grid but I want check what you say. Thank you

Luca, this is looking good. I see die cutting in your future.

The three bar version works way better IMO.

The perspective looks strange to me, too. And the smallest bar seems to be a tad too far from the middle one. Maybe a stylised (non-perspective) version would work better?

And to me a taller (i. e. condensed) typeface would suit the mark better. I instantly thought of Amplitude. And I’d definitely go for the bolder letters.

Second this! Liking it a lot better now.

Does anyone else see this?

On the middle bar, where the vertical meets the shadow, and on the right side of that connection, there looks to be more negative space cutting into that connection there than on the other bars. And on the third bar (the one in the back), the shadow appears to extend further to the right at that connection on the right side (so it appears that somehow the shadow has a wider base than the base of the object creating the shadow--which is impossible).

Finally, I think the whole third bar and shadow are just a touch too narrow.

I think as JoergGustafs said earlier, using the perspective tool is throwing this out. Unless it's a virtual scene it's always going to play with your eyes and look 'off'.

Personally I'd keep the bars either the same width or very close. Also the right hand bar I'd make slightly taller so the negative space between the shadows and text is equal. All in all I think you're almost there, just push that left-hand bar in a bit, increase the height and width of the right-hand bar and you have a very nice logo.

I also prefer the smaller weight of text on the left.

Evanbrog: I agree, the space around the foot of each bar is different where it meets the shadow....though I assumed these were quickly put-together mocks and he/she will fix that later.

First attachment. The logo using DIN is great! Perfect mark / type combination. All others, including the new ones, just aren't as good.

Maybe (and i say maybe) the mark could be a tiny bit bigger and/or the type kerning a bit tighter.

Kind regards,

Tim

First of all I want be grateful for your presence and kindness.

@JoergGustafs: The perspective is one of the problems that I must fix. About the text I prefer the lighter one.
@evanbrog: It was really helpful what you noticed.Tnx
@Dyfm: I agree with you totally. (I'm a male)

I would be more warm and communicative but I'm answering like a robot because my english is terrible:).Sorry for that