composition/font critique

kristin006's picture

Typo/composition critique wanted :)
Please share your opinion.

Logo is chosen (investment consultancy), now I just need to get the word (trading) right. It was added at the last moment.
The guys want the word trading to be placed aligned below the main word, but I feel it can breathe more if it s pushed further right. They are also quite conservative about the font (trading). Do you think it s fine If I just stick with another Helvetica for trading? I have to admit I am still learning about typo, so don t know what to fight for. Still my instinct says, it s a bit boring to have both words in Helvetica :)

Btw. what do you think of the colour? They wanted red although it s not v common in investments. I feel that at least it s distinguishing them from the competition (theya re all blue or green).

Thanx for your opinions!

K.

apankrat's picture

I'd say 2nd from the top in the right column is the only one worth exploring further. Serifs don't pair well at all.

kristin006's picture

Hi, thank you for your comment. You mean the choice of serifs dont pair or you think generally don t pair by our opinion? I don t want to fight over the topic, but the least I know serfis pair with Helvetica and make it more interesting, do some contrast. And this selection are fonts selected by Indra Kupferschmidt, (german typographer) and by other people from Typophile.

You didn t give me a reason why you think they don t pair. I am not figthing, just trying to find answers. Well I would say some of them pair better, some of them less, and I wanted to help with picking the one.

Thank you for your answer anyway.
K.

apankrat's picture

I meant this particular case of course. The pairing is typically meant for printed material with a lot of text. When you have just two words in a wordmark, it's an entirely different matter. There's no volume to get a general feel of the typeface, there are just individual glyphs.

The reason they don't pair, in my opinion, is that there's just no visual consistency or relevancy between two lines. It's not a contrast, it's a complete dissonance. It's like trying to pair a banana with a screwdriver. They are great on their own, but they aren't related at all.

Considering how visually diverse the existing part of the logo is, I think your best bet is not to further complicate things and just stick to the exact same font as INWIZ. There's already too much going on in the top line to add more to it.

Alternatively, I'd try and simplify the top line by using a regular-width or a narrow version of the INWIZ sans. This could allow for some fancier stuff in the tagline.

--

Fellas? Chip in.

Luma Vine's picture

All caps sans looks right to me also. At this size I'm not sure the exact font matters that much, even with the Helvetica /R/. I am not totally sure about the right alignment, but the unaligned ones look worse. Overall it feels pretty corporate so Helvetica fits in that sense. Nice work so far.

hrant's picture

1) Avoid Helvetica entirely.
2) If you will have any part of it italicized, make it the same angle as the "N".

hhp

CyBerCyclone's picture

Some good comments here, I would say it would be between the top right one, and the 2nd down right one. I would choose the top right one only because to me it says movement which is what trading would involve (the movement of money). Overall I like your use of type, but agree with others that a serif font would not work well.

CyBerCyclone's picture

1.) Helvetica can be used well in designs, it's just that it is overused a lot when people don't know what other font to go with.

2.) Great point.

hrant's picture

Helvetica's color, proportions and spacing are out of whack. It's like Mrs Eaves's less promiscuous aunt.

hhp

CyBerCyclone's picture

Good thing they are all adjustable ; )

hrant's picture

Good thing the font choice is much easier to adjust. :-)

hhp

CyBerCyclone's picture

True, but designers should be adjusting the font anyways haha.

litera's picture

I think you should keep on the same post that originated the whole logo. But nevertheless.

As said in the other post: Helvetica all caps.

I don't really care whether Helvetica is overused or not. In your logo of all variants you showed it works best. And that's what matters most.

But I do have a bit "of a problem" with your simbol. It should be optically tweaked, because the "up arrow" or /N/ in it seems to be leaning left. /I/ also seems to be be thinner on top the same as the /N/... But apart from that it seems like a very nice and professional logo.

hrant's picture

I don't really care whether Helvetica is overused or not.

I'm sorry to hear about your condition.

hhp

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