I like the look. It’s simple, clean, balanced and well rendered.

I’m not sure about the ff, its very tight, also what do you think in terms of legability?

Yeah, you would want to experiment with raising the ascender of the first ’f’ so it has more breathing room beside (and above) the second ’f’.

Fix the ff, either join the ascenders or open things up. Otherwise it’s fab.

Will there be a color treatment? A mark? How do you envision it working on business cards, website, etc? I think it’s great, but will be made way stronger or weaker depending on its setting - straightforward logotypes seem to be more vulnerable to abusive surroundings. ;)

I Haven’t really started looking at colour treatments yet trying to fine tune the logo, just want to keep it really clean and simple, as for the website again very minimal lots of white space. I’m looking at a typeface that will work with the logo at the moment does anything spring to mind?

Ok, tweaked the spacing, think it looks much better

Your “f-e” spacing is correct but your “f’s” are too far apart.

I agree that the f’s are a bit too far apart now. For the web page, a Grotesk-ish anti-aliased font for headlines and aliased verdana for body is how I’d go. I’d also be tempted to have the page not entirely white, but with some dark grey as at least a partial background color.

Huh, I just realized this logo reminds me of Veer’s (which is a compliment), and that my description of fonts for the website is probably some unconscious mimicking of Veer.

Could we see what it would look like if you made an e-f ligature and replaced the e-c ligature with a c-t, or combined them into a three letter cursive.

few more tweaks...

Thinking about maybe putting the logo in a box or a circle?

cant see the attached image??

I like how you’ve tweaked the shapes. I vote for letter A. Nice balance in it.

I can’t see the new revision... and I want to because I’m liking it from the previous posts.

This is how the logos looking now, using Akzidenz Grotesk as our corporate typeface, together with Arial for web

Primary Logo
http://farm4.static.flickr.com/3067/2307909132_9a545ab42d_o.jpg

Secondary Logo (blind embossed on stationary)
http://farm3.static.flickr.com/2038/2307101715_4ff177869d_o.jpg

Thanks for everyones comments and feedback

cheers
Pesh

“Photo unavailable” - could you repost?

This is why people need to upload images to the site and not supply links to outside sites.

looks like it was uploaded to the site Asvetic.

;)

—————
Paul Ducco
Logo Design Melbourne