Design firm logotype refresh

cpalmieri's picture

Hi there,

I'm working on a minor update to my design co.'s logotype.

Originally my goal was to improve its look and legibility at small sizes, but upon recommendation from a very talented type designer friend, I revisited the form of the tail on the Q "to play up its weird, organic shape, to balance it better with the "O" part, and by extension balance the Q better with the A." as he put it.

What I did to the Q tail:
* Heavier at bottom
* Curvier curves
* Tail extends deeper into the center of the O
* A little longer
* Added a bit of flatness to the pointy ends

The total effect seems to feel more calligraphic, definitely clearer
at smaller sizes. I worry I lost a tiny dash of the personality of the
original "slug", but maybe that can be reasserted, or maybe it's not
such a big deal.

If I stick with this direction, it seems like the A needs a bit of
"dressing up" to match. Especially after adding that vertical flatness
to the sides of the Q's tail's tips, the current contrast with the Q
makes the A feel even more like a plain-jane rounded sans.

So, how am I doing? Any suggestions on the "A"? Leave it alone? The original was better?

aqlogo-2008-refresh.png10.63 KB
Oberlänge's picture

How about extending the tail of the Q all the way through the left of the Q, continually, across the 'A' to make the bridge in the 'A' long swoop. This may give it the character you're looking for...

cpalmieri's picture

Hi Oberlänge,

That's an interesting idea, but I don't think I'm looking to make such a dramatic change at this point. For now it's more about balance and legibility.

Oberlänge's picture

Hey, what's up cpalmieri...I understand where you're coming from. I do like the second version; the Q seems more pronounced with the height of the tail extending more into the inside. I also like the cleanliness and legibility when it's scaled down. Have you tried to make the bottom of the right side of the A curl towards the Q just a bit for balance between the two letters? Good luck with everything, I know how frustrating it can be. I would like to see what you come up with...

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