We’ve used the little Logo Factory icon since around 1996. Kind of a cool background too – it’s not a factory at all, but a graphic representation of the old house in which I launched TLF from my kitchen table. I liked the idea of logos rolling off an assembly line (though, that visual imagery would later haunt me a little as designers reacted to what they percieved as ‘logo mills’ started popping up all over the interwebs). 
At the time, I had recently separated from my wife, and being a ’solo’ dad, my kids Amy and Matthew, 4 & 5 at the time, were always complaining that I was working too much. To spend as much time with them as I could, I tended to work well into the night, after I had put them to bed (hence the solitary light when all other windows are dark). The ‘house’ became a registered trademark in 2000, and while I’ve been tempted to change it often, my personal attachment to the mark is quite strong.
Cut to this morning, when one of the sharpshooters at the shop – Steve Rodrigues – decided to help out with some graphics and icons for the upcoming relaunch of our Canadian site. While he was working some of his mojo, he figured he’d take a stab at The Logo Factory mark, based on the handling he had used for an earlier project – The Tanning Factory. I had always joked that if I were to start The Logo Factory today, that’s the kind of logo I would develop, exactly like the version he e-mailed this morning (first cut below – never mind the colors). At first I saw the design as an alternative universe TLF – one where everyone sports a goatee. An evil Logo Factory (vague Star Trek reference for those paying attention). I wasn’t actually serious about changing our logo. Now, I’m thinking some more.
I like it. A lot. While I’d have a hard time parting with the purple and teal version that’s served us so well for all these years, I’m not opposed to changing a logo (oh, alright – yes I am) and haven’t considered it since The Logo Factory went 3D a few years ago. Thoughts anyone? We up for a new logo, or does the back story of the original tug at the heart strings? Comments are welcome.
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Wonderful insight into your logo. Really helps understand your thought process.
Personally, I favour much more simplistic designs, so I’d not be adverse to a change. That said, it’s you who has to look at it every day for years to follow.
I’m not keen on the vertical type, and find it impairs legibility. What’s the thinking behind the underscored ‘o’?
Keep the old one, It’s a lot less rigid and more unique. I would say If you have any doubt, you already have your answer.
I personally like the newer version. Its an updated look which I feel takes your image into the modern times. Just my opinion but the new look captures the audience.
I prefer the new version, but I reckon the underscored “o” is a bit distracting and unnecessary, other than that I think it is a big improvement. It still uses the same imagery, so will still be easily recognized, but it’s a more refined and clean, and loses the battered 90s font. I notice it also loses the “.com” which might be something you would want to keep depending on your business’ actual name.
First of all, as a newbie to the biz, I’m drinkin’ in all of this in and thinkin’, ” Maybe they could follow their own advice concerning tinkering or perhaps tweaking a logo: tread carefully, very carefully.”
However… if change is to be made, I agree with Mr. Airey on the vertical type and the underscored ‘o’. I don’t mind the ‘new’ eye-level perspective, but would suggest, (humbly, of course) that the company name fill in the shape of the factory’s yard, you know?, ‘The’ from the bottom of the step to the outer wall, left to right; ‘Logo’ below that from left to right and so on. The imagery, as Jaz said, is easily recognized.
Btw, I really appreciate all the wise and learned counsel from you vets and standard bearers on the ‘how to’s of logo design. Your work is outstanding!
I like the newer one (although, like David, was wondering if the underscored ‘o’ was really necessary – feels a bit gimmicky) – feels cleaner, and is easier to read (for me, at least).
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