A few weeks ago, I told you about plans to rework The Logo Factory logo and walked readers through the stupidly exhaustive process of redesigning a logo. After overhauling The Logo Factory house (long overdue) I set about incorporating the icon into a servicable word mark. I thought we were on the right path, but numerous nay-nays in the comments section gave me reason to pause. My daughter’s “Looks like Crazy Earl’s Logo Emporium” comment didn’t help either. We had managed to develop what I though was a funky ‘different’ approach, but many thought the design didn’t work. Like most designers working on their own logo, I just didn’t know and when it comes to criticism of our own stupid logo, my confidence goes right out the window. While I sorta liked it, I wasn’t sold completely. So in this never-ending saga, we’re going to take another stab. Decided to have a another go at the font work, this time using versions of ITC’s Lubalin. Let’s start with a similar setup to the original rework, arcing the word ‘Factory’.
Oh dear. That’s not going to work at all. All of the elegance is gone. The blocky bottom serifs of the letters make the wording look tossed blindly around the arc. Not good at all. Okay, back to a standard layout – the words on top of each other. Centered.
Nasty. ‘The‘, ‘Logo‘ and ‘Factory‘ don’t work particularly well together. They never have (this was a problem almost 15 years ago with the original Loveletter treatment). Even when centered, they appear as if they’re not. Gonna have to play with the spacing, sizing and alignment of each component. As best we can.
That’s not too bad. While the words are staggered, there’s enough of a grid to hold the words together visually without appearing like a hodge-podge of disparate elements. One of the elements that I really liked from the earlier workup was a cog. So let’s add one. Or two.
Not too shabby. One of the main parts of this exercise is to create a word mark that can stand on its own, but also cohabitate with our ubiquitous house. Let’s see how they pair up.
It’s okay, but the letter forms, being so blod, dominate the house completely. Maybe if we back off the boldness just a tad.
Okay, now we have something that looks like a decent fit. I realize that it may be difficult to tell the difference at this size, so you can compare the various treatments here. And let’s add the work portion of the logo to the cog we developed on our first outing.
Overall – not bad. Funny thing is, after I finished all the various tweaking and messing about, I took a look at the ‘Crazy Earl’s Logo Emporium‘ version. You know, I still don’t mind it. True, it has a lot going on. And yes, it’s got a little bit of a ‘wild west’ vibe happening (but, if you knew how things go down at The Logo Factory, that’s not entirely inaccurate). In case you’ve forgotten, here it is again:
Comparatively speaking, the Lubalin version is a bit, ahm, ‘safe’. No real ‘character’ or funky ‘style’. Seems I still can’t make up my mind. So, I’m leaving it up to you to select one. So, what’s it going to be? One cog or two? Bold or not-so-bold? Or throw caution to the wind and go with Crazy Earl and his Logo Emporium?
Alas, seems like the only way to finish this up is to absolve myself of all responsibility. Accordingly, the comment section is all yours.
- Dispatches from the design trenches – reworking The Factory logo
- Designing our logo. The Final Chapter?
- New! Spec work. Schmeck work. Proudly announcing our groovy new design contest factory!
- The Logo Factory Lexicon
- Logo design case study: The Little Donut Factory