UK Fruit Distribution Company Logo

lumo's picture

I would welcome any feedback on the attached logo(type), I am looking for some opinion on letterspacing, ideally I'd like to keep the logo the same length as it is already. Also any suggestions as to supportive typefaces for use in corporate literature and electronic documents (internal email etc). The company, Greencell, supply avocados, kiwi fruits and like to reatil outlet Waitrose amongst others and are very happy with what they have seen so far (the result as attached) so not a lot can change, it's now at the fine tuning stage. All comments positive and negative will be greatly appreciated.

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greencell.jpg59.03 KB
greencell.pdf305.3 KB
timd's picture

I would increase the space in gr and en and decrease the space re, el and ll. There is a dark area where the stem meets the counter on g.
Tim

lumo's picture

Thanks Tim, the dark area is on a list of things to do, unfortunately I can't work on the logo for a day or so, will post revisions as and when I can make them.

Chris Rugen's picture

The 'll' bothers me. I thought it might be the flat terminals, but it might just be their length. They feel too short to me, by just a little bit, particularly in respect to the other letters. Adjusting the kerning like Tim suggested may help. I understand the desire to keep the overal wordmark compact, but it bugs my eye.

signs79's picture

What font did you use?

signs79's picture

I don't like the icon being part of the type. If made small (website) it will disappear. Can you separate the icon from the type?

LMcat's picture

The leaf 'icon' up until recently has been separate to the type however because the g character of the word is to be used standalone as a graphic device, we (the client and myself) had a problem whereupon the g by itself (with the green leaf to the right and up and out somewhat looked too much like the number 9 and because the logo will be used in non-English speaking countries there was the possibility that the green leaf looked like random punctuation. There is also the intention for the icon disappear at smaller sizes to reinforce the g being read as a g. I would post a sample but I am at home. p.s I am Lumo at work, LMcat at home.

LMcat's picture

The type has elements of Neville Brody's Insignia with some custom drawn areas.

Dan Weaver's picture

My problem is the n, why does it have round terminals and all of the other characters have squared off terminals? I also fear the leaf will get lost in smaller sizes.

gpepin's picture

Have you tried making the word "green" in "greencell" actually green?

lumo's picture

Thanks for your comments, any suggestions such as changing the colour are unfortunately long gone, the type treatment for this logo has been approved by the client (who didn't even want the logo to be green).

As I have said the logo is at fine tuning stage where the only changes that can be made are very fine tweaks to curves, letterspacing and character details, I'll repsot some examples later today taking on board the earlier letterspacing suggestions.

Thanks, Lumo.

lumo's picture

Here's a revision, I feel there might be some work neede on individual charcters to neutralise the overall colour, as in the e's and g. Please let me know what you think.

lumo's picture

Can't seem to add a new attachment?

lumo's picture

Doh!

lumo's picture

Double Doh!

timd's picture

I think this an improvement in the kerning but the gr space is slightly too much, however the eence look to have a lower baseline than the gr, whereas the l extends past the baseline. And while the client has approved the basic layout I think you should look at the interaction of the ll, although they are the same they have an optical illusion of being different, something to do with the curve.
Tim

lumo's picture

I agree entirely about the double l's, will need to look at this. The baseline does vary, although this is intentional as the g and r appeared to drop too low when the baseline was even. The l's are going to be tricky, I wish to keep the tails to pad the overall wording out.

Dan Weaver's picture

Could you decide weither the terminals are square or round and if they are on the top or bottom. Right now its a mish mash with no reason in my view.

Nick Job's picture

Agree with Dan to a certain extent. Maybe try one square terminal and one round one on the n.

stad4real's picture

i think the base shld have sqares - just to mean solid base.

lumo's picture

Thanks for all the comments/suggestions, the logotype has now been approved and further work is being produced in terms of supportive graphics, advertising styles and website deployment, unfortunately there isn't the time for further refinement to the logotype.

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