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I am interested if any of you can think of any logos or type treatments of extremely long company names - preferably in a traditional style. I am currently working on an identity that is kicking my butt.
The Center for Aesthetic and Implant Dentistry
I had worked up some ideas, but they were a little too contemporary for the client (well actually for his wife) - they want it to reflect the same style they are decorating the new place (cart before the horse - happens all the time to me) They have chosen a very elegant style with brocades, lots of scrollwork, chevrons, deep colors, and even griffins. Also being in Louisville there is the ubiquitous fleur de lis (city symbol). I have come up with some solutions that are... eh ok but still seem somewhat generic. The only one that I really am feelling anything from is the one below.
The critique I need is twofold. Do either ofthe two type treatments work for anyone. When I keep all the words the same I either end up with something that is blah or my eyes just get lost about halfway through - this was my attempt at adding some breathing room in the name. I also feel like the typeface should be traditional and needs to be a titling font like trajan or requiem or Felix, as I think anything too scripty is too difficult to navigate easily and will be hell at reduced sizes - I also keep getting the vibe when I try Upper and Lower case that it makes it look less like a company name and more like a tagline - It gives it too much Title or Sentence structure (does that even make sense?). So any suggestions about type would be most appreciated.
The second critique I want is of the symbol itself. I used several Bickham ornaments to piece together a fleur de lis that is unique in our area - though they are everywhere - whenever there is an interesting interpretation it actually revives it somewhat. But does this work, is the construction ok with line weight and everything? Or does it seem all fluff and no matter (which I guess could be part and parcel with anything along these lines anyway - kind of like eating a merringue - yummy air).
Help me typophiles before I run out of energy to even type the name of this practice one more time...