I think as a designer I've always done symbols and graphics in my logos out of timidness. This is the first logo I've done which was solely typographical work, as I decided that was really the only way to go. So, I'm new to this, but please rip it to shreds! I need guidance in this new arena! :)
So - The company is Avari, jewelry wholesalers and retailers. They gave me free reign on the design, and originally I started with something way different, with color, and graphic symbol... Then I decided to do some research.
I noticed the biggest names in the jewelry business (like debeers, scott kay, tiffany, etc.) Had no graphic symbols - what they are selling is not jewelry, it's their own name! So they use an authoritative serif typeface, as a general rule.
I wanted to create something authoritative, to command respect, yet keep a level of elegance - they do sell jewelry, after all! So, I used a modified LYNN typeface, with caps, spaced pretty wide apart, and for the cross-through on the "A" I used a calligraphic brush and did it freehand. I did about 60 versions of this general style, 85 versions in all for the logo. I kept it pure white-on-black to keep it real formal, like black-tie.
Comments?? Is the cross-through on the "A" too unoriginal? I had other versions which were more interesting, but I felt were too busy... Looking at it now, I think the letters might not be spaced evenly apart... what is a good process to do good kerning?