#29/#27 I'm not sure about the graphic which seems quite generic and not relating to our points of difference but I've rated them highly because I find the colours worthwhile (lime green seems unlikely to win our hearts) though I do encourage you (and everyone) to try playing with a wider palate. I'm a lawyer if I knew about colour I'd have given instructions rather than preferences.
#30/#28 basically similar in appearance to #29/#27 but lower ranked because \i don't think the lime green will give the right impression with staff and referral partners
#26 seems too traditional - we are an innovative firm. Having said that it does has a protective appeal which I'd like to see you keep in future submission just try to up the convenience, value and innovation appeals. (and no I'm not sure how you would do that)
#25 the S reminded me immediately of a dollar sign which I think gives the wrong message. We prefer serving our clients interests to looking after our own interests. (good lawyers always should)
Hi, my idea behind #29 was to present letter "S" not in an obvious way, so this is basically letter "S" and also incorporates letter "L" - LAW. I'll try to develop some more projects for you. Do you like the font I used?
The font worked. I didn't pick the S and L but see them now but I'm not concerned with people remembering our name. I think we'll have pretty good name recognition and its a rebrand so if the forget our new name they'll look for me or the old firm name both of which are easy to find. I think a more abstract mark is going to make it easier to cleanly do something that will act as a memory hook for the values I want my staff and referral partners to remember 1. convenience (for example we go to our clients rather than have them come to our office) 2. protection (we are an entirely preventative firm) 3. value (we charge high but not extreme fees but they are fixed fees and we tend to find additional ways to create value for our client such as giving them referrals or helping them find better service providers) 4. passion (I love what \i do and am proud of it and want my staff to share this) 5. innovation (we are forever looking for an implementing new ways to better serve our clients and become more unique and differentiated from the run of the mill law firm)
I'm not sure your latest offerings (#32-35) are on the right track but they are definitely intersting (I'm also not sure they aren't. I'm going to have to think about them for a while)
#32 I like the colour used for the firm name but think the overall effect is a bit grey.
#33 I'm not sure about the maroon particularly in the firm name. I don't think you've used the right colours in the background but think I like the fact that they are different colours. I wonder whether the different hexagons (also not convinced by hexagons but will think about it) could represent the different values of the firm by colour or maybe a slight differentiation of subtle effect to achieve the same impact
#34 the blue is good but again in black and white I don't know how it would play given its all shades of the same blue and may not be sufficiently differentiated - again questioning how to use it as a visual memory hook for my firm value story telling
#35 I love what you've done with the colours in the firm name. You're the first to do it and I hope to see work like this from more people. my comments about differentiation and different colours in the background still apply but I'm impressed by this one and look forward to seeing more concepts. Don't feel you should resubmit with a different colours arrow (we can work through that if you're the winner - I"m not the only decision maker though I am the owner) but I think the maroon on the arrow is probably not quite right either
#105 I like the use of colour in this one and the border that I think can signify protection. I'd like to see a slightly different use of shape or detail or colour (I'm not sure which) to differentiate the elements so I can better use them for story telling
#72 The subtle use of green in the arrow and in the word law worked well.
#106 the green in the word law worked better than #105 and this interested me greatly as well (I only rated it more lowly to avoid having a million copies from other designers and will probably increase the rating of this design for final feedback purposes
#108 I think the coloured border in other designs works better than the black in this one
#107 even less colour thus the lower rating though it was useful to visualise how these logos would look in black and white
#71 pretty but I didn't see anything I could use to story tell about the firms values and points of unique difference
Thanks for the feedback, it is really helpful. Yes, the circle around signifies protection, but also closed ring of common ideas. The arrow indicated that you're innovative and going outside this ring, that's how you differ. The hexagons inside, we can use colours to differentiate them but the way there are arranged represents something solid, values, coherence, law. It also represents tactics - this is very common shape used in strategic computer games, and it works very well with the name of your company. We are developing very interesting logo here I'd say. Arrow also represents strategic move outside something common and predictable but because of the circle shape around and makes you feel that this is very safe and well-thought-out strategy. Entry #120 is a greyscale versions of the logo so you can see how it will look. I can also show you completely black version you might need to use on fax documents.