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I've been working extensively (overtime) on a logo for a new NYC advertising firm/agency/company. It's gone through a scary amount of revisions and I almost want to just scrap everything and start again.
This is one of the toughest logos I've worked on to date. My client asked for something that looks modern, powerful, edgy/rebellious, sexy, and razor-sharp (to symbolize the cutthroat industry).
But he also wants a stylized infinity loop—which seems like a no brainer, but it's been one of the most difficult things to make unique... and I am trying to integrate it somehow with the logotype so that it doesn't seem so disconnected. I'm currently frustrated at how hard it is to put a loop anywhere on the logo without it seeming unbalanced or weird.
The logo must have "Infinity Advertising" in it, which makes a for a loooong logo when not tightly kerned or stacked. Well, take a look at what I've got for this round of revisions:
I loved #1, but I couldn't make an infinity loop that looked good next to it, so I tried to make one around it. The IA mark is something both my client and I really love because it's so "perfectly modern" as my client says, but again, I cannot match a loop with that severely sharp point on the A.
An idea struck me for making the loop play between the Y and A, so I attempted it first with a hand-made slab serif type in #3. Then I tried out different weights and finally a more sans-serif variant (but I'm afraid that the ultra thick weight of #6 along with how geometric it is makes it look too constructivist/soviet). I actually like #3 the most since it doesn't have the connecting bar.
#7 was just a completely different direction, trying to make a stylized, classy loop with some Gill Sans logotype. I think it is too typical and makes me think of a university. I dunno. I've been looking at this stuff for way too long.
Sorry for such a huge first post! Hoping to get some critiques and suggestions. Thank you very much.