Metric Design

metric's picture

Good day. Here is a logo for my own business that I woul like to be critiqued. I'm starting up some freelance work since I've just finnished school and I need an identity. I choose Metric Design, since I am a canadian living in the US and the name suggests a different way of looking at things. I basically settled on a geometric shape(s) in the form of an "M" and simple text for the logo (eurostile). Here it is on what I would like to be my business card. Its fairly narrow of a card, 4cmx9cm. It is all pantone metallic silver ink, because I want it to look like a ruler. There is a diecut circle like most aluminium rulers have (which I will be doing myslelf after print, with a simple handheld holepunch), and on the back is an actual ruler in centimeters with a small conversion chart for cm to inch.
I want it printed on a very heavy stock paper. What do you think? I would love coments and critisisms. Thankyou.
Metric Business Card

david_g's picture

I just wingin it here,
Your identity seems like it is on the right track but I do have a few suggestions. Take em' or leave em'. First, I feel that the 3 dementional logo doesn't relate to the ruler idea which you are presenting on the back of the card. When I think of metric I think of the centimeter(singular) which you have used as a graphic element on the back. I don't think of three dementional space as much. Basically what I am trying to say is that there might be to many things going on on this card. I wish there was a way to integrate the centimeter scale idea with the logo. You know.. it's early in the morning so if I am not making any sense I am terribly sorry. Oh! have you tried just using 1 centemeter unit for the logo. The lines of the centemeter kind of look like an M for metic. Anyway I hope some of that makes sense.

squeeze's picture

Mike:

Coincedentally, I just designed a business card with a hole punch also. Even more interesting, is that I recently designed a stationary suite with a ruler edge also. Something I found on my job, was that the ruler edge looked a lot nicer when it was not bold, but on mine the measurements were intended to be more subtle. That may not be the case for yours.

RE: "

aluminum's picture

I'd just drop the globe. Keep the type and ruler idea.

The globe has a bit of an 'industrial park' feel to it and, when combined with the term 'metric' I get more of a machine shop feel to your identity. But maybe that's what you are going after.

The M in the globe isn't very clear, IMHO.

I think David's on to something there with the ruler units as well |'''|'''|

metric's picture

Thank you all very much for the ideas. I've roughed out a few new logos. I just liked the look of this one so much that I ignored the meaning I guess. Again, these are just roughs based on suggestions. The one with the lowercase "m." in the box, I'm trying to symbolize a metric unit...but, well tell me what you think.

dan's picture

Mike look to have your business cards silkscreened rather than printed then you could use black only and screen on mylar. Now thats a shiny ruler.

metric's picture

I'm not really ino the shiny cards myself, I prefer that matte look. I like how pantone silver metallic looks like it has a metal flake to it on matte.

dan's picture

Mike silver ink on matte paper is gray, I know, I've been there and done that. Go coated stock if you want silver that looks silver.

squeeze's picture

I have successfully printed metallics (meaning there was still noticeable reflective qualities) on uncoated stock, but I will admit that there is a much greater reflection/sheen on most coated stocks. The best thing to remember when going for that sheen is to flood large areas with the metallic ink, which you are doing here.

BTW, I like your sphere logo. I would be interested, however, in seeing what you might come up with by following the recommendations from David and Darrel.

Aloha!
Scott

aluminum's picture

I can't see your second set of logos.

david_g's picture

me niether!

david_g's picture

is it niether or neither?

metric's picture

Hmmm, I can see them. Weird. I'll post again. I'm new to this board, and so far, whenever I post a picture I get a time out error. Here goes. Oh and about the silver ink, yeah I have seen numerous cards, my friends as well that look very metallic on matte. In the light you can see little flecks of silver all over. I just really like the feel of the un-coated as well.

squeeze's picture

Me "neither"

david_g's picture

I'm jonesin' for a crit

aluminum's picture

The image

aluminum's picture

Here you go:



You had it as a CMYK JPG...it needs to be RGB for online use. Also, i converted it to a GIF (line art is better as a GIF).

aluminum's picture

Oh...and to comment...I really think the centimeter scale has potential. I'd loos the box, and just stick with the marks, and have them bleed off the edge of the card/letterhead just like a ruler would.

hrant's picture

I like the rule measures that spell "m" - really brilliant - I'd go for that as a logo for the entire campaign (is it still going though?) of bringing the metric system to the US. But it might be hard to decipher - maybe consider making the outside two long bars more evocative of an "m".

hhp

addison's picture

Ooooo, the rule measures are a great concept. I also envision the tick marks across the tops of all your pieces in a lighter color, but your "rule measure logo" pulled out in one place--either darker or brighter with the name underneath. Lots of possibilities...

-Addison

david_g's picture

I agree with Addison and Hrant 100%. You might want to try and connect the top of the logo with a solid line or as Hrant said extend the two end lines to create more of an m. If you put a lid on the top, however you might find that you will not need to adjust the end lines to fix the legibility issue. Check out the MIT logo for a little inspiration.

david_g's picture

The logo could likely work in a box with the addition of the word "metric", but only if it is necessary for a specific application or legibility issue.

hrant's picture

Or maybe spell out "metric" like in the wonderful MIT Press logo:
http://mitpress.mit.edu

hhp

metric's picture

You guys are great with all the responces, thankyou. Sorry about the CMYK thing, what was I thinking. I'll have something up soon, I'm still getting used to my new wacom.

metric's picture

How about this? I went with the ruler ticks for the logo, bled off the card. I also lightened up the ruler on the back of the card alot. And made the numbers not bold. I'm not ready yet, but does anyone know of a good printer online that does spot color? I'm having a hard time finding one.
cards revisited

david_g's picture

I don't think the logo works as well if it isn't done in the actual scale of a cm. I am also loosing the "m" when you have it next to the edge. I liked it better as a singular unit away from the edge. The card as it currently stands is still pushing overkill. The numbers on the ruler kind of dilute the paterning effect of the logo.

SHOW ME A PRINTER THAT WILL CROP A CARD PRECICELY 9 CM EVERY SINGLE TIME AND I WILL USE THEM FOR THE REST OF MY LIFE.

You are weighing alot of effort on the production of this thing by having information so close to the edge with no room for bleed.

Another thing to think about as a young designer is cost. The way you have your card right know could be a costly endeavor to produce correctly.

metric's picture

Yeah I still like the first set of cards better. Plus the edges of the ruler of the first one are thicker and won't be as much of a concern when cropping. I don't really see the problem with having so much information close to the edge. I could just bleed the ruler's lines off the card and it should crop fine. ? Keep in mind neither of these cards are marked properly for print, they are still pretty rough.

here is another...

hrant's picture

Try shearing the right corner and putting a chevron notch at the top of the middle stem, and maybe even shearing the join of the bar with the left stem.

hhp

squeeze's picture

This new logo direction is a cool concept, but I'm having difficulty with this "metric-m". The first time I saw it, I initially saw a face with the small vertical lines as eyelashes, and this time I saw my own view of my feet when standing on a scale. I don't mean to put a wrench in things, but am I the only one interpreting this mark in an unintended way?

Aloha!
Scott

metric's picture


?

hrant's picture

What do you guys think?
I just worry about the top-left.

hhp

speter's picture

am I the only one interpreting this mark in an unintended way?

Most people don't have enough imagination for that to happen. :-)

I like the first version of the hashmarked m best. The version in post 9 doesn't work for me, and the new one in 10 lacks the simplicity and elegance that the original had.

I don't really see the problem with having so much information close to the edge.

How much have you had printed? I thought the same way until I had my first book cover with full bleeds printed. Don't get me wrong, I love the concept, but you will have to be prepared for the worst.

mica's picture

David and Steve are right, most printers will not be able to deliver what you've designed. It's not the tick marks bleeding off the edge, it's the lines adjacent to the 0 and 9 that are the real trouble.

You should have these made by a company that makes nameplates. I haven't used them before, but the folks at Lustre Cal are very nice and their samples looked great.

Wouldn't this card be great in selectively anodized aluminum?

metric's picture

Ha, yes it would definetly. I not too worried about the lines adjacent to the 0 and 9 even being there. Maybe if I thinken them up like the first post, or even bleed them to the left and right? So far I have a estimate for $296 for 1000 from weprintcolor.com, so that doesn't sound to bad.

mad grab's picture

great idea with the ruler ticks. I would like to see how it looks to scale.

That way it could be used anywhere and not be limitied to the edge of the paper. and if the viewer sees it near the letterforms, their eye will probably group the ticks and form a M for them. Maybe you can ditch the word: design!
And just mention what service you offer on the card.

Right now iam not really liking the altered ticks its kinda going in a different direction.

Maybe you can find a local printer.

just a student,

Greg

dan's picture

Mike take a look at using the silver as an accent color and not as a painted background. No need to be literal about a metal ruler. A white card with silver accents and black type could look clean and cool.

As for on-line printing go to Creative Pro they are sponsored by an on-line printing company. You could at least get another quote.

david_g's picture

I agree with Dan, If you don't literally make small rulers out of metal the concept will seem almost incomplete. Try what Dan said about placing the metric m in silver on a white background. You might find that the flexiblity of your identity will instantly change. If you are still married to metalic inks you could coat the back of the card with solid silver. You would still be implying the ruler surface and without getting into overkill land. Raise this question to yourself. Are you trying to develop a ruler or a buisness card? They both serve two completely different functions.

david_g's picture

Wouldn't it be cool if you simply had the metric m on the page and if someone wanted to test the integrity of your concept they could grab a ruler and measure your card size. Hopefully the card proportions will be figured out by rigid metric system standards. Or if you are dead set on using the idea of having a ruler on the page you could just simply place a 9 on one edge of the card and a 4.5 or 5 on the other edge.

aquatoad's picture

I think your post from Wednesday, June 09, 2004 - 1:43 pm is working, and would be fine as an icon that doesn't bleed. Your later attempts to make the ruler look too much like a stand alone m get to far from the original idea.

As for printing, if you want a silver background, consider printing black on a silver paper. Chances are your production run is pretty small so using an expensive paper might be cheaper/better than two inks, or a double hit of silver etc.

Finally, the font. I vote an emphatic no on eurostile. It looks old and tired. Here are some alternatives to consider:

Simian
Fago Extended
Foundry monoline

These provide more flexibility to expand your identity.
Good Luck!

Randy

ambient_dan's picture

this is my first post after lurking for a while... what a fantastic resource you have here

my 2 cents/pence worth is that this reminds me of a b/card i once produced that ended up being photo-etched into thin gauge ally.

it looked great, was pretty indestructible and once the right supplier was sourced (a specialist control panel shop) not too expensive...

nice work anyway mike!

aluminum's picture

"I don't mean to put a wrench in things, but am I the only one interpreting this mark in an unintended way?"

Maybe, but I think the word Metric would 'snap' the concept back pretty quickly if you saw it.

I think the tick marks, alone, work best. Forcing the M is unecessary, IMHO. It doesn't need to literally read 'M' but it's a nice 'aha!' if the person sees it.

As for the lines on the 0 and 9, just get rid of them (like a tape measure) or don't have the ruler go all the way to the edge (like a school wood ruler).


metric's picture

Thank you everyone for your comments. I'm fairly set on the metallic pantone 877 U for my background. White is an option, but there are so many white cards out there. The company I'm currently interning at (www.etcstudios.com) has ran several cards, silver on matte and I just adore them. Aluminum would be awsome Mica, I sent for an estimate from Luste Cal, thanks. We'll see how that goes. Allthough as a designer specializing in print, a nice paper quality would probably be the way to go. I really like the ruler, and Darrel I like you're idea of not running the ticks all the way to the edge. Anyway, the logo is still bothering me...I'll be playing around for a while and will post results.

david_g's picture

The logo will feel incomplete without the word metric present to complete it.

david_g's picture

The logo will feel incomplete without the word metric present to complete it.

Syndicate content Syndicate content