Architect logo > updated

Marco's picture

Hi everyone,

Currently I'm helping a friend out. She's an Interior Architect who recently started up up her own business. Her clients are (richer) private home owners and companies (mostly headoffices). The logo should both reflect being a small studio, as well as have a professional enough look for the bigger companies.

I'm almost set on the logo, which represents a house, with a pencil inside (interior) and is a capital A > the first letter of the studio name.

But now having troubles with the lockup. The type is Univers, and not kerned yet.

I would like to hear your reactions on the logo, and suggestions on the typography,

Thanks,

Marco

NEW DESIGN BELOW

Marco's picture

Penn, That's great! I'm going to work on that.
Will post more tomorrow!

apankrat's picture

@ epsilicon: Maybe you can eleborate more what you don’t like about the execution?

The shape of the a doesn't look visually pleasing in B/W version. It looks crumbled and handicapped if you will. That's why I mentioned keeping the axis lines, to add a visual aid and assist in deciphering the shape.

Marco's picture

@epsilicon: I'm still working on the B/W version. I really like the concept, but its not working (yet) in B/W...

apankrat's picture

What if you use 3 full copies of 'a', one per plane, and paint the parts that are (currently) invisible in a lighter color ? .. it will probably look like a royal mess, but there's a small chance it will look interesting :)

Also perhaps use just two planes instead of three to simplify the shape a bit ?

Alaskan's picture

I like the concept, it's much more exciting than the pencil house.

However, it needs some tonality to work. Right now, it looks more melted than folded.

Marco's picture

A small update. I think this is really working quite well.

SuperUltraFabulous's picture

Okay I’m really digging the Helvetica usage... you’re instantly going upscale.

Continue to make variations with the “a”. The metaphor is still not readily understood.

cslem1's picture

I don't know, I'm not feeling the "a" idea...as a logo. Also, red? really? There are a million colors out there, and red? I would think further. I will agree that it is better idea than the pencil house...but throwing away that concept because a shiny new car rode into town isn't always the answer.

courtney

picard102's picture

Love the new concept. I agree though that the shaping or formatting of the distortions could use some work. Much nicer then the pencil concept previously.

Ed_Aranda's picture

What's wrong with red?

Alaskan's picture

Nothing is wrong with red. At all.

Red works better than the black, but I think charcoal gray or a dark, grassy green might be more architect-ish. The shadows are lost on black, and this ruins the 3D effect.

I also think it needs significant tweaking, starting with making the north/south seam straight. The room is tilting left. I'd also position the a so the seam between the floor and the left wall doesn't appear to swallow a (missing) serif.

Ed_Aranda's picture

I agree about the tilting axis. Something also seems a bit off to me about the entire top portion of the a. Maybe redraw it so that it extends further out onto the “wall” and doesn’t curl into itself at that funky angle.

cslem1's picture

I'm just saying that there are a MILLION different colors out there, and I recommend playing around a bit before settling. Also, in black and white, it will all look black, giving it no contrast...meaning it will probably look very heavy. That's all I was saying about red.

courtney

Marco's picture

Hi everybody,

I'm very grateful for all your help! Here are the 'final concepts' I'm going to show the client later today. Final concepts, meaning that after she chooses one over the other, I can tweak the design with more focus. I've eliminated color, which will come later on, to let her choose solely on concept.

@Ed/Alaskan/Picard: Thanks for the vote of confidence, I too like the 3d concept better, but it's just a little 'unconventional'. I will be tweaking the form, and try more variations. Alaskan, good call on the axis-thing. I've attached a variation on the perspective which I think would be stronger, and communicate the idea better.

@Courtney: I really appreciate your input. I'm not letting go the pencil yet... :)

Fire away! (sorry for the bigger images)

concept 1:

concept2:

cslem1's picture

Ok, so it's kind of sad that it took this long to bring up this topic...but...what does everyone think about correlation? Is there too much detachment between the symbol and name? I like the very first one out of the bunch just because it is neither a pencil nor a house, it's both! and that's visual wit. On the other side, I fine myself asking "Would anyone else get that?" And the name doesn't help. Then I find myself asking "What is the company even about?" and that's bad. Any ideas?

PS Great job btw, the hard work is paying off, it's getting much better :)

courtney

sandrosandro's picture

Concept 2 is just trash. It's realisation is miles away from first concept. Think of black and white application, especially printing without shadows etc. In concept 1 you are making same mistakes as before, you have still too big mark in relation to type.
_

Sandro

SuperUltraFabulous's picture

...speak politely please..

David Ford's picture

In terms of the issues that need to be solved, the second option reminds me a bit of the recent city of melbourne rebrand (which i initially wasn't sure about but it has definately grown on me).
http://www.underconsideration.com/brandnew/archives/pieces_of_melbourne.php

Edit:
Some of the architectural inspiration behind it...
http://images.google.com.au/images?q=Melbourne+Theater+Company
http://images.google.com.au/images?q=federation%20square

sandrosandro's picture

@Mik&Marco: Didn't have intention to be impolite.
_

Sandro

picard102's picture

Try some different perspectives on the angles. Maybe something closer to the "floor".

Sharon Van Lieu's picture

To me, the first concepts are about designing exteriors and the second interiors. Have you tried wrapping the little a around the outside of the house? Just a thought.

Sharon

Marco's picture

@ Sharon: she does both (interiror and ex.) I don't understand your suggestion, do you mean top concept with a house as inner shape.
@picard: will work on that!
@ Sandro, no harm here, appreciate the feedback > I know the mark is still to big. But I wanted to get the feedback of the client before going further (that's also why it's helvetica).

To All: really appreciate all feedback. I really have the feeling that idea 1 is conceptually better, but idea 2 is visually more exciting...

About the name: I understand the feeling of wanting to know what 'studio A' does, that's why I came up with idea 1.

Marco's picture

@ Sharon: I think you mean like this? (one of the prior sketches I did)..?

sandrosandro's picture

Try to apply letter A into the shadow.

This latest sketch(relating to Sharon's post) is over-designed.
_

Sandro

Sharon Van Lieu's picture

No, I meant the little a wrapped around the exterior the same way you bent it around the interior, but it was just a thought.

Sharon

Simplicious's picture

I definitely second Sharon Van Lieu. Wrapping the 'a' around the exterior offers you some new possibilities to let the mark comunicate expansion instead of contraction.

Regarding to concept 1 the mark looks best to me in those two versions although I'm not sure about the combination of mark and text and about the typographiy in special case. The icon is very generic in this versions and displays an 'A', a pencil and a house all at once. There is not too much special about it (which I really like) and so maybe the typography needs to be emphasized a bit more because I think that many people who don't know the story aren't instantly able to translate the meaning of the icon properly and just see it as some kind of geometrical shapes and then it would be nice to have a more 'special' typography.

cfig's picture

Marco, I really liked some of the ideas you had with taking the mark to something a bit more 3d, what if you added a few elements to emphasize that depth bit more and took down the point of the pencil to give it a bit more of a roof shape? something like this, a quickie photoshop job on one of your sketches from above:

RalphSaunders's picture

My two cents.

evanbrog's picture

ahhh kill the red. MITSUBISHI

cslem1's picture

@RalphSaunders

Reminds me of the pyramid on the dollar.

Courtney

cslem1's picture

Do we get to see an update? I'd love to see the new an improved logo!

Courtney

RalphSaunders's picture

Yeah it does kinda look like the pyramid on the dollar.

Bezier Abuser's picture

Ralph's reminds me of the Angelini logo


and i like the one chrisfig made! even if the roof is a little bit... strange.
Have you tried to make an A out of a cube? It's... solid.

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