I tried not to get too literal with the logo, a lot of apparel brands are more recognizable by a single mark (like nike, burton, billabong, etc) so I continued that trend with a mark that formed a V by viewing the vacant lot and neighbouring buildings in perspective - the view beyond can now be anything, beach, mountain top, etc.
I made some updates as per request, but I had to keep some design elements consistent. I didn't change the font, mostly because it's gonna be the marker that sets my logo apart and I wanna remain on that theme. The V logo is actually based off the font. I like the lettering because it has that boxy look that subtly enhances the shape where there is space between the two arms of the V. Also, being involved in that 12-24yr old outdoor sports enthusiast for a long time I think that a more traditional or classically modern font would lose it's strength and appeal very quickly.
I also don't think it's as necessary to include a graphic of some kind in between the two houses, or to add subtle hints that they are two buildings. I think that you will have more success as a brand if you keep the graphic 1 colour and as simple as possible: think apparel tags, stitching, t-shirt prints, sunglass icons, and so on, you wanna keep it identifiable. I also feel that the name "vacant lot" is enough to trigger the understanding of the first (blue) logo without the design becoming more literal.
We really like where this is going and have some additional requests. We can see the dimensional element to the V with the additional lines coming off the top, and are wondering if that would be enhanced even further if the bottom of the V was removed to possibly look like a road going thru the "buildings" on each side. Possibly the addition of a small dotted/dashed line to give the feeling of a street.
We don't want to lose your original concept of a single mark however, a great idea. Adding more to it may not work, but we would like to play around with it a bit.
Would also be interested in seeing it with just a mountain, or possibly just a wave. Not sold on the actual wave portion of the image, more specifically the shape of the wave. Hard to explain, but the wave just seems off the mark.
Would also be interested in a couple different fonts for the vacant lot type.
Sorry, I didn't see your questions before I posted that last comment. Some quick answers.
- what kind of apparel? board shorts? bikinis? sandals? t shirts? hoodies? rash guards? At the moment the apparel consists of t-shirts, hoodies, and hats. Basic items and we are looking to upgrade into boardshorts and items such as jackets, backpacks, and other wear.
- where is the logo being featured? on tags? as a shirt graphic? embroidered? screened? Like most companies in this industry the main logo would be the main feature, especially as we build the brand and image. Both screened and embroidered. A single type image/mark works best for this, but could become more elaborate in print advertising, and other media.
- who are your competitors? oakley? dakine? billabong? quicksilver? The typical surf companies such as the ones listed and also Volcom, Hurley, Lost, 3zekiel, Rip Curl, etc. At the present time we are on the smaller scale of things, but those companies would still be competition for us.
- what's the significance of the vacant lot? is it across from the office? old home? The vacant lot is an actual spot in San Francisco on the hills that opens up to a great mesmerizing view of Ocean Beach. It provided the inspiration for the original name, because you would meet at the vacant lot, take in the view, and then skate down the hill.
- you mention that you want something looks more serious, classic and elegant - but your target market are males 12-24 in the board sport enthusiasts, in an urban coastal environment - are there current logotypes you like that could help us understand how these two different "vibes" connect? Good question, and a tougher one. Let me think on this one a bit.
- is there any particular colour that you gravitate to? I personally like black, white, and blues.
#12 and #92 are still my personal fave's. I love how it's symbollic of the two houses, with 1 side of each in shadow and that's the only mark needed to identify the "vacant lot". Plus, the sharpness and kind of wing quality is so badass and will allow the mark to be used in different applications.
Agreed on 12 and 92. One last request was to see what 92 would look like with the dotted line down the middle as in 90, but without moving the two wings further apart.
Still not sure on the fonts. I know fonts can easily be changed, so not a huge hangup there.
lol on the fonts. I feel like an idiot now, and should have know better. There are a million fonts out there and I was being way to vague. If I was to narrow it down I would say a cleaner grunge, lowercase, and most likely thick. In all it would have to fit with the single V mark you have going on, so unfortunately I personally am the type that would kind of have to see it to get a feel.
I like how the font in 92 is narrow, where the font in 91 is too wide, or spread out.
Last request, before you absolutely want to kill us. As far as the "V" is concerned, we are torn between 12 and 92. The main difference being that 12 has the base, and 92 does not. Could you combine the two in a way? What if you took 12 and drew in some thin lines on each side of the base, creating the trapezoid for the middle bottom base section. This would give more of a 3d element to 12, that you are looking down in between the two sides. The dotted lines in 99 and 90 give that feel, but we just decided the dots don't quite work (thanks for trying that though). So the V would consist of 3 shapes, a left and right side, just like 92, but also adding the base shape at the bottom.
After reading that I think I made that as confusing as possible. Sorry, I hope that helps though.