I like it! I might make the "A" sit above the "B".

But if you want help tweaking curves we'll need a much finer view.

hhp

I've brought the A to front. I think it distracts the nice curve of the B so I've used a narrower outline at the intersection point, just like I did with the S touching the T.

Now these three all have slightly wider space between letters.

- Even white outline of A in the top one.

- Thin outline in the middle one.

- B on top with thin outline in the bottom.

By the way Hrant, how about the counters of B, they should be curved on the edges, following the outer curve, right?

I would indeed round the top-left of the top counter of the "B". The only other thing bothering me is the "noise" where the "S" is overlapping the "T" - the resultant pointiness is out of character.

hhp

Do you mean that corner-like outline? I'll definitely make it rounder.

Which of the three in my previous post would you prefer?

Let's let others chime in.

BTW, how do you feel about giving this at least a hint of Turkish character? Assuming that makes sense in terms of the target clientele. That sort of thing was actually the gist of a talk I gave at ISType in June:
http://www.istype.com/?p=776

hhp

Hmm, I guess they would not want to, nor do they have a specialized Turkish menu. It's just a regular fast food place in İzmir.

But I think I know what you mean; more variation on the letter width, maybe a tail somewhere would be great! That would take much much longer for me to complete such a logo though.

Here's an easy trick you could try: make all the counters diamond-shaped (although a bit curvy) - that would subtly allude to your wonderful Arabic-script legacy (which is nicely engrained in Turkey even if some people don't like to admit it :-).

hhp

I'll try it tonight, it's a nice idea...

I would give yourself more freedom with the letter forms to allow them to relate in a more plastic way. Think of the patterns squished together in ground beef. To me this would help with some other problem areas: the small shapes on either side of the S, the awkwardness of some of the overlaps, the too rigid relationship between ON. Maybe a ligature for ST? Is it inspired by writing the name in ketchup? Could that be a way to develop further in a tactile way? I see the reason, but I am not entirely convinced that the outer stroke is necessary.

Luma, all good points thank you.

I agree it would be far better to make the whole more organic but the client is in a hurry. I'll work on that small shapes on each side of S and some other adjustments.

A variation with highlights I've done before and Hrant's diamonds below. Hrant, I think this diamond theme must also be carried on other elements, this way it does not match enough with the rest.

If the diamonds can work (I'm doubtful now) they would have to be more bulgy, not so rigid.

Those highlights are too much. But maybe one or two would be good.

hhp

Since the brand name means "walking stick":

Might be nice to put the stick to use, like hang it or make it pull at something.

hhp

Hang it on a letter? This I've tried but caused too much confusion when combined with already bulky letters.

The lower right version makes sense to me, although it does feel a bit out of balance.

I agree with luma the letters should blend a bit more natural with each other. As pointed out by hrant I do not yet like BA ST.

I assume the client wanted you to add a cane? I don't really get it, nor do I think it adds. Just focus on making the lettering work and you will have a good solution. Negotiating with clients is a whole different question outside of this forum. If you want some help with the lettering, feel free to contact me.

Yes, they liked the cane version. Only if I made a stunning and more eye-catching text-only logo, I could change their minds. At this point they'll go with the cane I believe.

The cane has nothing to do with burgers obviously. Is there some history behind the name?

Without the cane your logotype suits well I think. It does look a bit like a big fat juicy burger, in a good way :)

Not really, this just happens to be the name chosen.

I initially thought I could make use of the cane shape by depicting long sandwich breads in the logo. Still, I might design a mascot holding a cane in the future.