Midair Graphic Design logo. Critiques?

Hello, everyone.

I'm in the process of branding my budding freelance design business and I started with the logo design. I'm fresh out of high school and I plan on majoring in graphic design in college, but I want to get my business up and running as soon as I can. I really just want to get my foot in the door and snag some potential clients. I have created a simplistic logo for my company Midair, and needed some critiques and opinions!

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Black Logo46.99 KB
White Logo46.98 KB
hrant's picture

Nice name and concept. Much polish needed.

What about increasing the size of the letters as it goes rightward?

hhp

Nia Bailey's picture

I've edited the logo to make the cloud less harsh-looking and pointy. I've also tried enlarging the text like you suggested with a skew effect. Look any better?

etahchen's picture

I think if you're going to increase the lettering gradually like that, the weight should remain constant. Also, the clouds need a different layout to it. The proportion of the semi oval/circles.

Nia Bailey's picture

After further testing, I think I prefer the letters to remain all one size. Etah, what do you mean by a different layout? Could you elaborate?

etahchen's picture

The circular shapes overlap to create a shape which is the layout of the cloud.
Also that cloud doesn't fit with the type. It might be the strokes of the cloud.

Nia Bailey's picture

Does it look okay with uniformly-sized font?
Also, any opinions on the font?

Nia Bailey's picture

Or what about this:

hrant's picture

Try this
http://www.myfonts.com/fonts/anatoletype/nouvelle-vague/
and make the cloud curves in the same style.

hhp

Nia Bailey's picture

Hrant, I appreciate the suggestion, but I feel that the Nouvelle Vague script would take away from the bubbly look that I'm going for. Also, I prefer the heavier weight of the current font. Nouvelle Vague is just a little too light.

hrant's picture

I see what you mean. In that case, try:
http://www.myfonts.com/fonts/doyald-young/home-run/

hhp

Nia Bailey's picture

As much as I love this script, I can't help but see an 'ue' instead of an 'ir' at the end because of the accent on the 'r'. Lovely script, though.

litera's picture

Ok. @thegirlinmidair needs some guidance here. Apparently. This may seem like a good start but hrant made a good suggestion related to type. If you're going for the "midair" logo, this doesn't really look like mid air. It looks very firmly on the ground because of the very prominent bottom line. That gets more and more thick as you move to the right. To me this looks like a locomotive because it feels very heavy and has smoke coming from the front and getting backwards.

If you want to create something "midair" I'd suggest for a more playful touch on letters where they're disjoint, and feel more like bubbles in the air. Different sizes (but try not to variate too much so you can keep uniform weight) and different sqew, rotation etc.

And if you want to make the feel of being "midair" you will have to present some roundness below as well, so it will feel like in the air. And make sure you adjust cloud stroke style with your lettering. I guess that's one of the things that @hrant wanted to say by saying "much polish needed".

Keep on the good work, try to keep wide minded about our suggestions and don't jump too hastily to rejected ideas. Try to work on them and not just replace type and see if it works. Every change usually brings more work than just changing a single element.

Nia Bailey's picture

Litera, thanks for the critique. That makes much more sense now. I definitely see where you and hrant are coming from now. I was just so set on that logo that I was being close-minded and resistant to suggestions when I clearly asked for them in the first place. I now see that I have much more work to do!

paullawrence's picture

When I think about "mid-air" I think of a lot of action being involved, so why not use some cartoon "motion lines" to give your logo a more in-the-air feel. I grabbed my stylus and tablet and drew something quick to show what I mean. The result is far too busy and needs simplification for my taste, but it gives you the idea.

Kirs10's picture

I like your concept but the execution needs work. I agree with Litera - it also made me think of trains due to the heaviness of the design. Look at photos and illustrations of clouds to help you, perhaps even vintage travel posters for a simple stylized cloud.

apankrat's picture

The original upload somehow reminds me of Frigidair logo and pulls in air-conditioning/fridge associations. Secondary impression is that of an airline. Kind of a stretch (for me) to see it as a designer's identity.

kontur's picture

The overall concept could need more fleshing out.
The first thing that came to my mind was a brand of "bubblabath". The script works with the clouds, the round shapes and cheerful bouncyness, but it also makes your buisness look retro and playful. Where is the design aspect of your business represented in this logo?

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