Trying to remake a logo, stuck on HELVETICA?

Jeremiah's picture

Hey guys, I'm currently working up some mock-ups for a "higher end" kitchen store. They currently have a logo but are seeking to become more modernized as the area around them picked up and is starting to get "hip". I've tried all kinds of things and cant really come up with anything I like. I do think the words themselves are more important than any mark. The name just doesn't feel like it requires a mark. Please take a look and give me some feedback!



Ratbaggy's picture

you really haven't made it very far then have you!


Paul Ducco
Graphic Design Melbourne

Jeremiah's picture

Not sure I get the TAUNTON reference?

Jeremiah's picture

I was also trying to see what you guys think about it just working in a type, not accompanied by a mark?

Ratbaggy's picture

It's a suggestion of a stylistic treatment - a pretty blatant one, a station ... but it's - a journey, the station is the destination.

Sure it can work as a logotype. But why Helvetica? Why not something with more character?

perhaps even custom type?

get a sketch happening.

In the icon version your stove looks like a mobile phone.

Paul Ducco
Logo Design Melbourne

victor ivanov's picture

i dont get the love your thing, i mean the 2nd mark.

type-wise it really depends on what you're going.
underware have "bello" and "sauna" which i think are very friendly/playful.

if thats not what you're after, then finding a good substitute for helvetica shouldn't be too hard. there's so much great type happening all over the world at the moment, your biggest challenge would be trying to chose the one you like the best.

also custom type as suggested by Ratbaggy is a great idea but thats if you know what you're doing and what you want to achieve.

And yes, Ratbaggy's absolutely right, the best way to start is by sketching your ideas on paper without the computer. It hurts me to see a lot of designers avoiding that stage and going directly to the machine.

Best of luck,


picard102's picture

Heart your ticket stub??

Jeremiah's picture

It was the beginning workings of an oven.

bobbybobo's picture

Beside all, the L doesn't align with the T.
I would try to get more feel into it.
This looks like it has to be very modern. But I can't see an idea behind it.

all about seb's picture


some strong feedback... well maybe that's a good thing ;)

The name is so straight forward that I reckon that this could work very well without a mark.
I do like your Helvetica sketch, but agree that you should find a nice/fresher alternative -
maybe have a look at this list that Stephen compiled.

iffy's picture

Perhaps if you're going to do the heart your whatever a symbol that is more obvious, spoon, knife, whisk, would work better.

I think you could do so much with the type. Just scroll through your font book and go from there.

penn's picture

I really like ARS Region from that list that seb provided. I think that it may be a good alternative to Helvetica for this project - The uniqueness found in some of the characters like the "K" I think could work really well.


Jan's picture

Apart from this logo needing an idea - why Helvetica or a substitute at all?

And if it has to be Helvetica, please, don’t use the system font/old Helvetica.
It’s like using Arial.

nvhladek's picture

@Jan: Amazing - how can you tell the difference between Helveticas?

As for the treatment: I think American Apparel already took your intellectual space with this one.

Also, I remember the old packaging design from the Pathmark supermarkets from growing up in New Jersey. The store brand items were in white boxes, and the name of the product was in black Helvetica. At the bottom of the box were the trademark red and blue stripes of the Pathmark brand, and then in black Helvetica the phrase "no frills."

Unfortunately, there's nothing very epicurean about that.

People who like to cook are passionate about sensory experience. I should know; I like to cook. Helvetica doesn't exactly communicate gustatory passion.

That said, the oven is cute. Overall, I'm not feeling this direction, though.

Nick Hladek

Jan's picture

how can you tell the difference between Helveticas?

Don’t want to sound arrogant, but I just can.

Top: Old Helvetica
Bottom: Neue Helvetica

nvhladek's picture

Not at all arrogant. While my eye clearly is not as well trained as yours, when I see them juxtaposed the difference is obvious.

Nick Hladek

uppercaseH's picture

{heart} your {stomach}

And don't use helvetica.

Wesley.Bancroft's picture

Since when is Neue Helvetica or Helvetica Neue better than Original Helvetica!? I'm not gonna get in a argument over Helvetica (cause that is just retarded) but the originally drawn Helvetica is so much better in every way than Neue Helvy.

jayyy's picture

I can see the subtle differences between the Helveticas - but cannot see the new one to be better or vice versa. Neue narrows more in parts, has a higher dot on the 'i' and a fatter apostrophe. Why would that make it better? Excuse me if I sound ignorant - but I guess I am.

As for the treatment - be careful of immediate

comparisons. That was the first thing I thought of.

And the stove reference is vague.

That said the neutralness of a typeface such as Helvetica may convey the modern feel you want - then it would all come down to the application. I would research the alternates first though.

Jan's picture

Jay, you don’t sound ignorant at all. To my eyes Old Helvetica is clumsy compared to Neue. It’s all subjective. Which leads directly to the question: Since when is Neue Helvetica better than Original Helvetica? The answer is: Since I said so.

Jeremiah's picture

Hey guys just wanted to say that the stove is just a sketch/idea. I am currently pursuing a different idea. I really appreciate the feedback. I wanted to use the illustrated stove/fork/knife/spoon/chef hat as sort of an arsenal of icons. I kind of liked the idea and wanted to there to be some contrast, hence the simple logo. This was by no means anything more than a digital sketch, I guess the post title was off putting.

jayyy's picture

Since when is Neue Helvetica better than Original Helvetica? The answer is: Since I said so.

Hahaha - good answer Jan! You do have a keyboard over your eye though ;0)

I guess that sharpens the other one.

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