We like the direction entry 15 is going a lot. The 2 being intuitively "implied" is what we were looking for. However, its just a bit too abstract. If we can define the "2" a little more clearly, maybe by moving the horizontal bands shaping it closer together to leave voids at the top and bottom to fill out the "2" framework more obviously? The 2 reads better in entry 18 but the border around the whole thing just makes it too "heavy".
I was a bit uninspired in my first entries, but after thinking a bit more about what was intuition ( 6th sense ), i think i managed to translate that in a better way in my second attempt.
I understand, the 2 is still a bit abstract. I do have a couple of ideas on how to solve it without making the outside lines like #18, but i´ll only be able to work them when i get home tonight. I´ll let you know as soon as i upload them. I did left the slogan out on purpose, because i wanted to first show the logos without them to see how they would work this way but i´ll include it in my next designs.
Great, we're excited with this direction and are looking forward to see them develop. We also think that with this blocky style on the letters, having the dot on the I could help provide more definition. We'd like to see that kind of thing incorporated into one option, but its not a requirement, the end result could be either way.
Hi, sorry for the delay but i the solutions i had envisioned did not work, and i had to redo everything.
I just uploaded, 2 revisioned designs #25 #26 where i think the 2 is now more readable, and i added the slogan, but still working on more. Let me know your thoughts on it, that i´ll be here for a while now and i can work on it.
This is great, its exactly what we talked about! We like # 25 a lot but want to play around a little developing it further. If you have other ideas and would like to present something totally different, you can, but #25 will likely be one of the ones making it to round 2, so its up to you if you want to play with other ideas, or keep developing this one. We like your ideas and are open to seeing what else you could come up with too.
Can you do an option where the horizontal lines on the 2 are the same thickness as the rest of the letters? I know it doesn't fit that way, you may have to stretch all of the letters vertically to make it work, but we think the blocks would go back to being more abstract like #15 which we liked.
We're undecided about the dots on the I's. you can keep playing with that to see if there is something that works that way too, but it might just end up being too busy.
The red defining the 2 is a little bold. We like it and may end up sticking with it, but would like to see this design in other colors as well, though that can wait until round 2 if you want.
We'd like to see a design mixing #25 with #17, but the horizontal lines flying off the top and bottom of the 2 could be much thinner, and wouldnt need to wrap all the way around, it could just stop at the left and right edges. They also don't need to be held away from the rest of the words, a thin line just touching the top and bottom of the letters could almost look like guidelines/sketchlines for the word, which might work. This could end up being like the dot on the I, just adding complexity that isn't needed, but still an option we'd like to see looked at.
We're really excited with the way this is going, so keep it up!
Thanks!! and wow! this is what i call great constructive feedback, it really turns things so much easier.for me.
I´ll now start working on the many ideas you gave me to work on, and will be uploading has i do them.
One of my ideas was exactly making the words more vertical to make the 2 the same width but it didn´t work like i expected, but with a little more time i´ll get it too.
#28 #29 : negative 2 all locked in that makes it more vertical, and i replaced the red with an orange that also works well with the other more muted colors.
Hi, It´s a bit late now, so i have to call it a day, but tomorrow afternoon i´ll have some time and a fresh head to rethink on the logo and variations.
Let me know your thoughts on my new designs, or if you have any ideas you would like me to explore further. Thanks again Best Regards Filipe
We like #33 a lot, but we're back to it being just a hair too abstract on the 2. I know its a tough line to walk between too literal and too abstract, but I feel like we are narrowing it down.
#28 and #29 aren't really working. I can tell you were trying to do what I was asking, but I think its because of the limitations of trying to describe what's in my head with words. I could draw what I'm imagining easily, but describing it is more difficult. Basically, if you stripped the top and bottom band of orange off of the 2 and shortened the IN and IT to the same height, that was kind of what I was getting at before.
I also think we'd like to see #17 revised so that it isn't so blocky and heavy. In this one, the 2 reads really well. One way to do that is to make it so the "tails" on the 2 didn't wrap all the way around creating a full border, but stopped before turning. The upper tail would stop at the beginning of the I and the lower tail would stop under the end of the T.
#40 is nice, but we like #25 and #33 better. #41 is okay, but it starts to look like a backward S (and a little like the Suzuki logo) and its adding unneeded complexity. What we loved about your other optons was the elegant simplicity.
Right now, its really a toss-up between #25 and #33 for us. We love the simplicity of #33, but we like the fact that the 2 is just a bit more obvious on #25 (but not as obvious as #29). If we could find a way to mix them both, so that all of the strokes were the same width (in mass and void) and keeping that simple block construction, but somehow making the 2 so that your eye picks it up more easily... I think we'd have a winner!
Again, you're very close and we are all really excited about your ideas! Keep up the great work!
This is why sometimes it´s good to take a break from it, i now see i was drifting away from the initial idea too much, and the simplicity that i like so much started to get lost.
I just uploaded #59 and #60 with the cutted 2 , they have different widths on the letters but now looking in comparison, i´m going to try a bit wider, and will upload the revision on #17 in just a bit.
Thanks so much for your enthusiasm and feedback. Be right back Filipe
Perfect, a bit wider (so that the aspect ratio on the letters is closer to the original) is exactly what we were going to ask for. This is really great stuff! Can you go back to the blue? Maybe a slightly greyer slate blue?
We really love this logo. We're almost there! Once we get it to where we want it, we'd like to revisit one on a dark background like your #16, but that can be phase 2.
Yeah, I can see the dilemma. We like the thicker stroke and wider blocks but that ends up making everything too tall. What if the blocks go back to being a wider stroke and the negative space in between the blocks get slightly thinner? Or if the IN and IT go to a thicker block (more like the original aspect) and the 2 stays exactly where it is? If we can somehow get the block thickness and aspect of #33 with the 2 design on #62, we'll be there.
#63 is interesting but the lines under IN and above IT are kind of distracting. What if those go away and the IN and IT just grow to fill the gap left?
It could also be interesting to see if a blend of #62 and #63 solves the issue we are having with #62. For instance, if a horizontal line comes from the upper left to connect to the right "2" block, and the same thing happens from under the IT, it allows us to keep the IN and IT shorter and blockier. That might get too complicated and compromise the elegance, but its a possible solution to the block thickness issue we are having.
I was already working on #65 where i made the vertical strokes of the letters, 1/2 wider than the horizontal strokes, will try your solution of combining #33 and #62.
About #63, i did try it without the line, but the space it makes is strange, and i also tried it with the letters rising to the edges, but i didn´t think it worked right, but i can upload it for you to see.
I also think that after we get the IN2IT part rightly balanced, i need to work on the rest of the name to get a better balance betwwen the 2 "blocks".
Just saw #65. Thats perfect! Proportionately exactly what we were looking for! Can we make the blue a little darker so that we get the contrast back from #33?
Ignore my previous comment about blending #62 and #63. This is perfect.
Tha´s great to read but i just saw #65 has a mistake too, i forgot to increase the width on the negative 2, it´s now fixed on #66 and back to more live blue.
Proportions on this are perfect! As far as the blue, now the 2 pops out too much, what if you increase the contrast equally on all of the colors to make them all a bit less desaturated than #65, but not quite as bold as #66?
one more edit on it, the negative 2 is now the same width of the N and T. The colors are now a bit different, but colors are always difficult, because every monitor shows different shades of it, but i´ll try different variations of them.
We actually like the proportions of the 2 better on 65. When you stretch the 2 out so that its the same width as the other letters, it feels like it gets too wide and there is too much emphasis on it. We'd like to go back to the proportions on #65. Thats so true about the colors. I'm looking at it more for contrast than actual color because of that.
If you want, you can start playing with variations of this in on a dark background (like #16), and we'll also want a greyscale one for our drawing title blocks. However, if you want to take a break and wait until Phase 2 for that, you can, you're definitely in.
I do agree about #65, it ends up to be a mix of #15 and #25. and i think you´re right i need a break, to be back with a newer perspective on it, i was getting lost in it again.
About the colors, i do understand how you want them, but choosing them it´s never easy, maybe you can help me by looking at this link to see if you like any of them,
Hi, i just got back, and uploaded the negative versions of #65 ( #71 ) and #66 ( #72 ) that makes it easier to see the balance between the spaces and the blocks and looking in comparison i think #66 / #72 works better, but that´s just one opinion. :-)
Agreed, #72 balances out better with the negative version, but on white, that larger 2 too emphasized. The muted colors we like for the white, don't really give enough contrast on a black background do they?
We'll go to the color link you sent and take a look. In general, as architectural designers, we think colors should follow the natural progression of nature, especially here in the mojave desert, i.e. field colors are desaturated and muted (sky, mountains) while bright accent splashes happen is very small amounts (flowers, etc).
#75 and #76 are the same colors than on #73 and #72 and are a bit more live that the ones on #65.
I honestly don´t dislike the contrast the colors have on the black background, but brighter colors tend to work better on it, that´s why the red worked a bit better.
Pretend we had no color requirements. Can you do a few options with colors that you as a graphic designer would recommend that look good both on white and black? Keep in mind it can't be too playful. It needs to look professional.
The Tan on the IN looks good on both black and white. The blue on the 2 gets lost on black. The grey on the IT would bro ably read better if it was slightly lighter.
Another option is not to do it on black but maybe a dark charcoal grey or something else. We're open to suggestions here.
I just updated my designs, with #99 (greyscale) #100 and #101 a silmilar color combination, but now with an ocre and a lighter grey for IT.
I am looking for color combinations looking at desert pictures to see if i can find something good.
I think the hardest is the color for the 2, because if i make it too bright, it gains too much visula weight on white and works good on black, if i make it darker, it works on white but it gets lost on Black. So i´m trying to find the right balance for it.
On #99, can you do one where the greyscale keeps the genral values from the colors, so that there are still 3 slightly different shades of grey?
As far as the colors go, you're on the right track. We're voting amongst ourselves. Keep playing with different options. Its getting closer. Also, what if the "Architecture" goes back to the dark charcoal color like #74 but then just goes to white on the negative?
One other option could be to find a dark background (instead of black) that works well with the colors on #65. Also, I think we like the slightly lighter grey IT from #100, #102, #104.
We like the contrast of the 2 on #103, but we feel like that ocre color is just a bit too trendy. We're hoping for something a little more unique. Bright red, ocre and lime green are colors that we feel are a little overused, though obviously for a reason; they work well graphically.
That's actually great! Can you update the white one with those colors (I think its just a lighter IT)? and make the Architecture and tagline the dark charcoal color from #99?
Just out of curiousity, because I want to see it, can you do one where everything is exactly the way you have it now, but that little extra block that defines the top and bottom edges of the 2 gets chopped off? Then the 2 blocks go back to being simple L shapes like #33? We actually really like #33 but have gotten a lot of client feedback that its "too abstract". We're probably going to go with the #65/#107 combo, but I'd like to see it before giving up totally on the #33 concept.
#108 - the white version with darker Architecture.
And yes of course i can do that version, but if i understand correctly the IN and IT part stay the same size, and just modify the 2. I´ll upload it in just a minute.