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Script Logotype: Need Feedback

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Yodhi Soemardjan's picture
Joined: 26 Jul 2010 - 2:44am
Script Logotype: Need Feedback

Hi everyone,

I need some feedback on a logotype for an F&B brand that I've been working on.
It's based on Susa Bold (http://new.myfonts.com/fonts/hubertjocham/susa/).

The client likes the original version, although he is concerned that people would read the logotype as Loi, instead of Zoi, due to the cursive stroke of the uppercase "Z".

Therefore, I've made some modifications to the uppercase "Z" to make it look less like the cursive uppercase "L" (please see image below).

However, I really like the curvy upper case "Z" because it has so much flair which fits the brand perfectly, and gives the logo a unique personality. I'm afraid that the more I reduce the cursiveness of the uppercase "Z", the less flair is retained.

1) How would you read the original logo? Loi or Zoi? (please see image below)
2) Which one of these modifications has the best balance of readability and flair?
3) What can I do to make it better?
4) Is there another typeface that has a similar quality to Susa Bold that I can use as a base; a solid and refined script, less spontaneous and not too feminine?

Thanks in advance for your input!

Pablo Impallari's picture
Joined: 1 Feb 2010 - 1:12am

Hi Yodhi:
It still my be read as Loi.

Have you tried addind a crossbar? Like this one:

K Cerulean Pease's picture
Joined: 19 Oct 2003 - 5:03pm

Diminishing the swash only exacerbates the "Loi" problem, I think.
My solution would be to try reworking the tail into a descending loop like school cursive.