cheapo's picture

This is my first post to typophile. I hope it goes well!

My wife and I design houses. My last name starts with J, hers with R. Throw in a little E.F. Schumacher "Small is Beautiful" shizz-nizz and we have: Atelier.jr.







I probably don't need to explain this in this forum, but the form of the insignia is derived from the letters a, j & r. It is vaguely reminiscent of a keyhole or archway, although I don't expect most people to notice that. Both are appropriate to the business. Which is weakest? Which is strongest? TIY.

timd's picture

5 and 6 are weakest in my opinion, the icon looks like blood drops that probably are not what a house buyer is looking for in a house design.
I like the icon shape in 2 and 3, but 3 (which I think the strongest) needs to have the relationship between icon and type sorted. I would also look at an alternative to the full stop, either have a space or possibly a rule dividing the words e.g. atelier|jr. On the uppercase A versions I think you need to tighten up the kerning on At.

Duckworth's picture

I think Tim brings up a good point - maybe experiment with a dividing device rather than a full stop. I had a look a few hours ago but didn't have time to post - I assumed on my first impression that this was web-based (.jr), having briefly skimmed the page. I'm afraid I can't really make head nor tail of the 'arch' graphic; I think you're trying too hard with it. Because of the form of the graphic, I half-read it as a letterform because at the moment it's competing with the letterforms, and the shape it has gives the impression of a letterform - therefore at the moment: 1) looks a bit like ratelier.jr, 2) looks like satelier.jr, 3) fatelier.jr and 4) patelier.jr

So, the big question is: how to resolve it so it 'works'?
I like the name, the divider could be a colon instead of a full stop, so it would give some meaning to the divider - it would suggest that atelier comprises jr, which seems to work (atelier:jr).

If you really don't want to lose the arch, I'd divorce it from the type so it doesn't get in the way; making it a strong symbol which sits away from the type would be one route (maybe put it in a box); another route would be to lose the arch and concentrate on a wordmark logo. I like the face you've picked, it looks rigid and strong (charcterisitcs desirable in a house!) and I don't think it would look too plain - you could play around with the divider to stop it looking too plain. The unusual suffix of 'jr' to the word already gives it a distinctive feel. Just don't make it too 'website URL' looking!

Hope this helps!


devisionbell's picture

I agree with the first statements, particularly that at present I instantly associate this with a URL due to the .jr. The semi-colon or vertical bar are two interesting alternatives to explore, unfortunately I don’t feel the icon works as a divider at present.

I feel the icon's in #3, and #4 are the strongest. I personally like the hook on #4. I also feel that the icon needs to be moved away form the type and treated differently at this stage, because I also tried to read it as a letter at first glance.

There are kerning issues between AT and also JR. Overall, this is a robust feeling logo, with a bold colour palate which will no doubt insist on attention!


Dan Weaver's picture

I suggest one use your mark separtely for your business name and as suggested change the color so it doesn't look like dripping blood. I would also look at making some of the edges of the mark sharper, more archetectural. Your business name can stand alone.

cheapo's picture

Thanks for the comments. I will post a few new (and improved, I hope) versions in the next few days.

cheapo's picture

Nobody here liked the versions where the mark divides the words. I can't help it. I still like it! Colour-wise, the red is just a placeholder. I envision changing it from time to time, but I will stay away from blood red. (At least until we achieve such a high level of recognition that such confusion is impossible. ...I kid, I kid.)

I did futz with the kerning and changed to pure magenta for the time being.

If I could, I would definitely register atelier.jr, but alas, there's no such TLD
Thanks all!

timd's picture

Position and colour of the mark aside, I'm afraid that your kerning is too tight, if you take the spaces around the e of ier (because it is a round character surrounded by verticals and cannot go much tighter) as the base, then the spaces between other letters should reflect the amount of white space around the e rather than have an equal space measured on the two closest points of the letters. I think you should loosen the space between At, li, and jr and tighten el, these should be only slight adjustments.

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