The top one seems a little better, however, there is something strange about the space between first D and the chain, maybe offsetting chain lower could help…As is, I read it more as “Calit” with “C” inverted on purpose, so you have to improve the readability of “D”. Also, as your tracking is pretty tight, the area between “ali” becomes a little problematic.

I see what you mean Jennifer... thanks for the input.

Do any of these read better?

Jesse,

I like what you did with “D” in the top one, but spacing of the chain still needs work. Tracking is much better now. Putting the chain in the negative space makes it look like a bit heavy and has a mechanical feel to it. Overall, even in the positive space, the chain feels a little on the heavy side, but I know you want to keep the same thinness as the type…Keep pushing it a bit further…what do other people think ?

Jen

Just playing around with a different font...

Here’s the existing logo as well... (if that helps any)

Jesse,

This is just a quick idea. Maybe keep the chain lined up with the d. It seems too distracting with the chain not lined up. If you do have the broken-chain angled the way you currently have it, I suggest use it reversed out. I think your negative space mock-ups aren’t bad. Maybe shorten the d and get rid of the small stem.

I also think a dark orange would be a good color for the chain, since orange is a national color. Maybe a warm grey for the type.

The space between the “i” and the “t” bothers me.

I like the dot being square.

Thanks for the feedback Tom! I’m working on some tweaks right now

I got some feedback that the logo was too cold and corporate (the font specfically) so I added a handwritten tagline. Any thoughts on another font similar to avenir that might be a bit more “friendly”?

If you want to make it less corporate, then change the font of the name. The tag doesn’t fit the logo. You don’t have to be stuck with the corporate sans serif font. Pick a sans serif that has more character in it. Then make the chain graphic fit the type.

I’ll try and think of some.

Also, I like Dalit being on its own line. I suggest you make Freedom Network u/l case and then extend it beyond Dalit. Everything doesn’t have to line up.

I think the corporate look gives the cause credibility and seriousness. I think making Freedom Network u/l case makes it more fluid.

That looks good Tom. Any thoughts on how you would integrate a tag line in with the last logo you suggested?

Sure. Go to this link for a solution someone used. Seperate it from the logo.
http://brew.qualcomm.com/brew_bnry/pdf/press_kit/brew_style_guide.pdf

Any thoughts on stacking the “freedom network” part of the logo to make room for a tag line?

I think it is too busy now and the tagline font you chose is flimsy and doesn’t match the strong logo. I suggest something more sturdy and putting a few spaces between the logo and tagline. That would be flexible enough to use on any application.

Also, when you have the elements justified with the left of the “D”, it makes the chain not as dominant, plus it makes the break-line more obvious.

This is my fav: three color chain, stacked ’freedom network’ and keep the undertext away from the chain.. personall I like the ’i’ dot square, however, as suggested in an earlier post.

Clever idea, but I think the links are distracting and distorting the letterforms. I keep seeing a C instead of a D even though my brain knows it is a D.

I really like the way you updated the concept of their old logo to their new one.

My vote goes for the square dot to the “i”.

I can see how some see the C, but for myself, I immediately saw the D. And, I like the way you presented the link lighting on the third option down on your 25 February, 2006 - 1:28pm post — the links feel like they have true volume, not flat link shapes.