can this logo be saved?

I Currently work for a company that asked me to update their logo, number one reason for it that current logo is not very readable.

Since current logo been used for a few years now, I would like to preserve some of it's qualities such as overlapping letters and an "i" tittle at the end. Original logo is a heavily squished Arial.

I am having seconds thoughts regarding this direction, and considering designing a brand new logo. I understand that attached still need polishing, but would like to hear your thoughts.

Thanks

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soti.jpg23.25 KB
Frode Bo Helland's picture

Yes -- there is hope. I can envision some possible solutions. You've improved the readability, but you've also introduced some optical challenges. Perhaps the key lies in finding a natural connection between the letterforms. If I by any chance can be of help, feel free to contact me via my profile.

JamesM's picture

Like Frode said, it's more readable but the connections are a challenge. It looks odd that 3 letters are connected and 1 isn't.

Maybe you could show an updated version and also some brand new logo concepts.

alekseylis's picture

I see, thanks for the input. Ill try to open up the connections a bit, and produce alternative versions.

timaarts's picture

Oef this is ugly.

I suggest you draw something that feels right first before you move on to a digital execution.

alekseylis's picture

I have created a new version, that is similar in weight of the characters of the original...
Any suggestions are welcome. (I'm not sure of the execution of the "S")

apankrat's picture

Attaching the image would greatly simplify the task of providing a feedback ;)

alekseylis's picture

Please see attached. Maybe there was a a page rendering issue, as I can see image embedded into message above via flickr link

apankrat's picture

Oh, sorry, my bad.

FWIW, I think the T needs to be a bit wider to balance out the width of O. Alternatively, the O could be made narrower, but then its squarish shape really stands out and in a good way, so I'd adjust the rest to play along with it and not the other way around. Overall though, I think it's a great improvement over a cluttered mess of the current logo.

alekseylis's picture

This is pretty much final, or very close to it.
Any suggestions recommendations are welcome.

apankrat's picture

FWIW I think it's a great improvement over the original. It's really good.

The O still dominates the wordmark, to a much lesser degree than before, but it does look bigger (wider) and heavier than the rest of the letters.

I would also explore an option of rounding T's and I's corners a bit, because of SO looks very smooth and it's in a contrast with the straights and straight corners of the T and I.

litera's picture

Yes.
To make this logo an "evolution" it should have at least something reminiscent of the old logo. As much as I like the latest type-only-no-tweaks logo I suppose it would benefit from a little detail.

What I would suggest you to try is to cut the top part of /I/ to create a dot (just as high at the top bar of /T/ is) and position the dot to the right at the same vertical level and as much to the right as /T/ is from /I/. If that will be too far, you will maybe have to kern /TI/ pair to make it look harmonious. I think that would make the "lovable" part of this logo.

Otherwise I really like these letter shapes. Nice, bit poetic but still strong and with character. Nice choice. But about letter shapes. /O/ would benefit from some lighting. It feels heavier than other letters. So you either adjust the weight of other three letters or adjust the /O/ to have the same weight.

alekseylis's picture

Thank you all so much for your comments, your feedback has been great and of much help.
I have done some more work, and below are the latest versions.

timaarts's picture

The one with the tittle definitly makes it more of a unique brand,

Overall I like it. Maybe you can have another look at the stroke widths. I think the thicks could be a hair thinner.

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