Mark/Type fitting

penn's picture

Hey everybody,

This is for a firm that works with senators and other politicians to keep their finance books in order. I wanted to get some other eyes on this and see if anyone had any opinions about font choice, mark placement, etc. Thanks for the help!



penn

Marco's picture

Hi Penn,

Maybe you've tried this already, but my first instinct tells me to align the text left, next to the icon, and try aligning it to the grey dots.

I meant text like this:
campaign
compliance
LLC

And is there a reason for not capitalizing the wordmark/name?

I like the icon btw...

Kirs10's picture

I like the mark. And your font choice works nicely with the circular forms complementing the dots of the mark. I'd be curious to see it tried with a squarer font to play off the square shaped interlocking Cs. The alignment of the mark and the type isn't working for me yet. #1 is ok but it might be more interesting to move the type up to align with the bottom row of dark dots. #2 looks awkward. #3 the placement of LLC (plus it being the only caps) puts too much emphasis on LLC. I like Marco's suggestion. however, stacking the type will be a challenge because campaign and compliance are much longer than llc.

penn's picture

Ok, here are a few edits. I'm liking the horizontal versions (I'll probably end up with the second one here:

But I'm not sure what to do about the vertical iteration. Should I just stick with the centered mark, and the type all on one line?

For an alternate font, I was looking at PAZ by sudtipos, but don't currently own it. Not sure if it's worth the purchase either.

Kirs10's picture

I'd like to see the mark and type positioned a little closer to each other on all of the versions. On the last design try setting the type smaller, so that the o is the same size as the dots and then align each row with the light gray dots, may even want to try in all caps.

No don't buy anything just to test unless it's a font you've had your eye on for a while and envision using elsewhere.

natalie_F's picture

I like the very last version, but would it be a no-no to put LLC on the same line as compliance? Then align it to the bottom of the logo? Then the logo and words will have a similar step/raggedness and they will be harmonious. I hope that makes sense. :-b

penn's picture

so that the o is the same size as the dots and then align each row with the light gray dots

It may not look like it, but the 'o' is the same size as the dots in all those versions.

Here are a few more versions following some of the suggestions. Mark and word spacing is done according to a grid based off of the height of one of the dots or the letter 'o'/'c'. One space between words on the same line and anywhere between 2 and 4 spaces between mark and type.

apankrat's picture

A quick comment - mixing lowercase and uppercase in the same line of text looks somewhat odd. Is all caps an option at all ?

zlatko.gudasic's picture

there are missing circles on c's that could fit text in, maybe an option for you to explore:

cfig's picture

Of these, I think:

campaign
compliance LLC

aligned to the right of the mark feels the most solid. Maybe move it up slightly so that the type is aligned with the top edge of the lighter gray part of the mark and not the baseline?

Frambwaze's picture

i like the one with the
campaign
compliance LLC

align to the right and to the bottom of the mark. It's strong-based and seem organized.
nice logo btw

penn's picture

Thanks for the suggestions everyone. I actually ended up showing the client an all cap version (because it looked the most balanced and stacked easier) and she liked it. I think these will be the final iterations. The stacked versions will probably be alternates for the name being on one line.

Color is up next! :)


Marco's picture

Hi Penn,

Think the two upper work best!
Maybe the name and LLC needs a little contrast?
Marco

penn's picture

What do you mean by contrast? Do you mean setting LLC apart from the name through something like a difference in color?

penn

Kirs10's picture

very clean looking, nice development. your client should be quite pleased.

penn's picture

Color Options:

What is your sage advice oh council of Typophiles?

penn

jakes's picture

The first roll fits the firm better for the kind of work they do. Personally, I like #3...especially the one with the dark gray background.

apankrat's picture

Top left, but with green more saturated.

Ratbaggy's picture

those are some pretty old school looking colours.

while I like em (a lot) ... I wonder whether they're suitable.

----------
Paul Ducco
Graphic Designer - Melbourne

Marco's picture

I think Top left is most suitable. You might want to try row 3 with a dark brown (my fav. color combination). Ratbaggy is right though...

penn's picture

They are old school, aren't they. The problem I'm having is picking pantone colors i like in the book and then having the cmyk representation look completely different. What's the best way to get around that? Pick the pantones for print and then on my own find a suitable cmyk alternative for web use? That's what I've done here with the 802c green. In the book, its more of a fluorescent green rather than washed out as its cmyk reproduction indicates above. So I bumped up the levels myself for this new set of colors. Or should I just pick a different, easier to work with green?

Thoughts?

penn

cfig's picture

I actually think this green tone is a good "financial" green considering the company's area of expertise, pretty good choice.

The print question is out of my area of expertise as I always find myself going the other direction (finding an onscreen color I like then working out equivlent CMYK and pantone colors as necessary).

Marco's picture

Green is looking good.

On the PMS matching:
Always pick a PMS that you like first. Then,I usually ask for a a match print from clients printer, on the paper you are going to use. this print contains one only the Pantone, and one full CMYK with a few variations. Out of these variations one can pick the closest to the Pantone print.

Also, for final colors, its really hard to match a PMS on the screen:)

Ed_Aranda's picture

I like the upper left color scheme best as well. I would pick the PMS colors in the book, then use the the color bridge book to find a suitable CMYK alternative. I often find that the closest 4-color match to a given PMS color is a few shades off from what the book tells me.

penn's picture

Thanks for your insight everyone.

What about a one color version? Is it necessary to include in the array of color variations?

penn

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