What I do like: - I like the negative 's' in the water droplet concept - use of negative space. One of my favorite logos of all time is the FedEx logo with the 'arrow' in the negative space between the 'e' and the 'x' - the simplicity and elegance of the design
What I don't like: - the angle of the water/droplet/'s' logo element -- it feels off-balance to me - wasn't obvious the water droplets were water droplets at first, perhaps more styling to make them look 'wet'? - color scheme -- an all blue logo will not stand out enough. Would like to see a more daring use of color - styling of 'swimtopia' word mark. The font face selection is nice, elegant and friendly -- but it is definitely overwhelmed by the water droplet design. Would like to see more weight given to the type.
Thank you for your feedback. I will work on a modified version and submit it for your consideration. ( I submitted the 2nd version before receiving your feedback, so please ignore).
While I like the visual of reflection of the logo element, I don't like the spacing between the droplets and the wordmark. This logo needs to be used in a website navigation bar, which makes a vertical logo stacking problematic. A more horizontal orientation would be preferred.
I have changed the orientation of the graphic and placed it next to the text, which is enlarged for more balance with the graphic. I have kept the same colours and added some stylized 3-d elements to the water droplets, I will experiment with colour changes.
I see that if the droplet configuration were made more circular it would echo the yin-yang / tao symbol, and have more of an 'S' shape. That might be nice. The 'zen' connotation would be consistent with the brand. Would also give vertical room to increase the type size of 'swimtopia'.
The spacing between the droplets and the type seems too crowded at present. Still would like to see more color variation.
Thanks for the update. This is definitely an improvement.
I'd like to see the design even more closely echo the yin-yang symbol (see: http://en.wikipedia.org/wiki/File:Yin_and_Yang.svg ) - More curved droplets should make for a more pronounced 'S' shape. For example adding a 'glint' to the droplet could both make it look more water-like and more closely mimic the yin-yang symbol.
To be clear: I'm not looking for something that is exactly a yin-yang symbol, but something a little closer than the current design.
I do not like the outer circle around the droplets.
You've started moving away from water droplets. I really feel that is a strong idea with more room to explore there. For example what if the water droplets were touching and the 'S' shape were formed from the light refraction in the water? Or if it were a single droplet in which the light refraction formed an 'S' shape.
I actually like the simplicity of #111 over the complex texture in #112. I encourage you to go further down the path with #111 than #112. #111 would be better if the droplets were rounder and looked more like droplets. I wouldn't worry as much about having a clean 'S' shape. The 'S' should be suggested, not explicit in my opinion. Also the dots in the droplets look forced. The dots aren't really the required. I think the essence of the idea is water droplets rotating around each other. That should be the primary thing. Resembling an S shape or a yin-yang symbol should be secondary, perhaps not as obvious.
I really don't like the font selection in #111 though.