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Hello, this is a school assignment, we´re supposed to "redesign" a corporate identity keeping some of the elements from the original idea. My first problem is that my teacher really doesn´t like AvantGarde, he didn´t want me to use it (because it´s "old and overused") but since I insisted in keeping it he said I should alter it somehow, that´s what I did on the third logo. The first one is the original design.
What are your ideas about altering typefaces? I have this idea that the original design of a typeface probably took a lot of effort from its original designer and altering it is somehow bad, specially in this case, altering it just to "look different from avantgarde". I built "a" and "g" from "o" and "t" and altered "e" and "c". I´m worried that "a" has a chance of being read like an "o", specially in small sizes and I think the "g" looks too much like number "9", maybe that´s one of the reasons Lubalin didn´t design it this way...
What are your opinions about this? Should I keep the original design of AvantGarde or the altered version? Would you suggest any other highly geometric typeface? I did some testing with Futura but I really don´t like its "c", looks somewaht incomplete to me.
The leaves are supposed to express the idea of their tagline "high technology applied to agriculture", the first two leaves are more organic, the last two completely geometric, the middle one is a mix of both... Any other suggestions? Kerning? Colors? Any ideas would be really appreciated. Thanks. :)