Not Another Freelance Designer Logo!

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Ed Aranda's picture
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Joined: 31 May 2009 - 12:03am
Not Another Freelance Designer Logo!
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Some of you may have seen my post a while back about a logo for my freelance work. I was going to use the name "Red Door Design" until it came to my attention that there are a handful of existing agencies with the same name.

So I decided to use my last name instead — "Aranda Design" — and developed a logo. Interested to hear anything that anyone has to say.

John Leschinski's picture
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Joined: 15 Jan 2007 - 2:04pm
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I'm not loving the way the A makes the ends of the D curve. Would be better as a straight line I think.

Ed Aranda's picture
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Joined: 31 May 2009 - 12:03am
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I was hoping someone would say something about that. My initial design used straight lines, but I thought it needed to tie a little bit better to the typeface of "Aranda Design". Though it seems I didn't quite hit it on the head. I'll post the other version later.

Thierry Hefti's picture
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Joined: 18 May 2009 - 12:23pm
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i agreed with picard, the curves at the end and beginning of the D does not help to see the A. it took me a while to see the A, i saw the pencil and didn't look further first - now i cannot not seeing it anymore. I'm not sure about your choice of typo, sure the style make it somehow personal designer but there is maybe too much difference about the A of the typo and the A of the logo.
That said about details, IMO your mark is great.

Andrea C's picture
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Joined: 9 Jun 2009 - 6:51am
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It took me a while to see the A, probably because it's bolder than the D, unless it is just an optical trick.

Ed Aranda's picture
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Joined: 31 May 2009 - 12:03am
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Thanks for the feedback. You guys are echoing exactly some of the things I was thinking myself. I just needed to see if I was over-thinking.

Yes, the A is bolder than the D. That was the only way I could make all three “levels” work. I think if I ditch the curves at the ends of the D, the A should be more apparent. I rather like the typeface, but I see what you mean about the A's not being similar enough. The letters in the mark are based on Gill Sans. Maybe I should try that for the type.

Ed Aranda's picture
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Joined: 31 May 2009 - 12:03am
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Two more variations ...

Thierry Hefti's picture
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Joined: 18 May 2009 - 12:23pm
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i think the two are working, but i prefer the second, much much more Classy and pro, and the reference to the A is immediate.

Alex Pankratov's picture
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Joined: 24 Nov 2008 - 11:50pm
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Yep, A is kind of hard to see, and without seeing it the mark looks kind of busy, because of the element count. Secondly, the mark has too much whitespace; basically the positive parts are way too thin and neg/pos balance is not there. Also, the concept is interesting, the bent pencil looks quite a bit unconventional and geometrically forced. Lastly, placing the mark between the words is not working for me personally. All in all, the mark has a lot of promise, but needs more tinkering with.

Ed Aranda's picture
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Joined: 31 May 2009 - 12:03am
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Hmm, looks like I have some work to do. I'll get back to you guys when I find some time to revise. Thanks for the comments.

Ratbaggy's picture
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Joined: 30 May 2006 - 10:17pm
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slash...D

I see what you're trying to do - but as eps has said ... it's not really reading/working at the moment.

----------
Paul Ducco
Graphic Designer - Melbourne

Ed Aranda's picture
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Joined: 31 May 2009 - 12:03am
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Oh well, I think this one's going in the trash. Doesn't seem like people are picking up on it the way I thought they would. And I don't really see any apparent way to make it read any better.

jveetee's picture
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Joined: 20 Jul 2009 - 6:40am
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Just a thought to share. Have you considered alternate names? Simplification is sometimes a great way to create impact and a clever name. I would consider using just your initial “A” and the word “Design” in a classic font like Helvetica or Bodoni. Maybe the A in red and Design in Black or Grey. It could be a nice play on your name and a statement of precisely what you do ... A Design.

James Tocco
Designer, Detroit, Michigan USA

jveetee's picture
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Joined: 20 Jul 2009 - 6:40am
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Something like this perhaps.

James Tocco
Designer, Detroit, Michigan USA

Chris Rugen's picture
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Joined: 19 Aug 2003 - 11:00am
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Ed, have you considered using a heavier weight for the D? I think the A just needs more to knock out of. You're right that it's not working, but I think it may simply not be working *yet*. Also, I strongly recommend not flanking the mark with type. It's too noisy and disruptive to the flow. Also, I think the mark needs room to read, as it is trying to use angular relationships to create an implied formal relationship.

Don't give up!

Ed Aranda's picture
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Joined: 31 May 2009 - 12:03am
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First, let me just thank you guys for taking the time to really look at this stuff and give constructive feedback. Since I joined this forum, everyone has been nothing short of a class act, and that's something rare and worth appreciating on the internet.

That said, I think I will continue to develop this idea and implement some of your suggestions. Look for some new comps over the weekend, as I have my hands and brain full with my eight-to-five until then.

Ed Aranda's picture
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Joined: 31 May 2009 - 12:03am
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I haven't gotten a chance to get back into this one yet, but I explored some other ideas and wanted to post them up here for comparison.