Yes, the LU pair, as you have it now, is too tight. You should look at the entire letter, not just the top half, when spacing.
The word spacing is far too loose as well.
It might be easier to work at a small size.
I'm not convinced by the larger rounded corners on the L either. Seems antithetic to the rest of it.

I'm not into the larger rounded corners either, it becomes antithetic to the rest of the letters as you wrote but it solved a problem with the L U combo, well almost but it does not work. I will go to work on the spacing and L and post the results here.

Do you have any comments on the thoughts behind the logo design?

Does it signal fashion?

If so, where in the segment would you place it?

Thank you for your thoughts!

The problem with the L and U becomes less obvious when spaced more loose but the overall feeling becomes very un-homogeneous which I feel is not very maternity / pregnant

A bit more polished version

Maybe it's just my eyes, but that crossbar on A looks too thick.
I think the optimal spacing lies somewhere in between the options you're presenting. The balance you're after should also refer to a balance between white space within letters and white space between letters.

This is too cold. It might be mostly the "R". Looks like Interstate. Is this for women who deliver on the way to the hospital? ;-)

Gimme some floriation. Or at least a tendril.

Also: you might be able to do something with the "A" to evoke pregnancy. Maybe replace the bar with a bullet?

hhp

Huh, definitely make it rounder and warmer. And possibly less heavy, and maybe also less monoline. To me this seems decidedly, sturdily masculine – and that really can't be what you want. :-)
I think you need type that can communicate both warmth and femininity besides the things you list. Dunno, maybe something in the general direction of Cocon? (Maybe sans the pointiness though.)

Thank you all for taking time and giving me feed back.

Eliason, you are right about the crossbar on the A. I used the same thickness as on the R, logic instead of feeling.. Looks much better slightly thinner. I'm working on the "in between" spacing (attached) and I think it works better as you suggested.

Since the brand will be launched extremly fast I think it's important to signal fashion. I have researched the brands that the target group buy when they are not pregnant and these brands use either the "Didot style" or the "bold sans style" in their logos. The Lulu clothes themself are more in the bold sans category design wise (marc jacobs, helmut lang, jil sander).

I really want to avoid tendrils and floriation, thats not what I want to go for. The photos, hang tags etc will deliver the femininity and trends. The logo should be timeless and not avant garde in any way.

The Lulu brand wants to take a part of the market by not beeing pink and girly but delivering serious fashion to desperate women with a big spending habit when it comes to fashion.

I don't know if you've noticed, but pregnant women tend to be quite emotional, especially when it comes to their clothing!

You don't absolutely need to be "frilly", but this is really too frigid. It looks more like a clothing line for "career women". Or post-menopausal ones. With no kids.

hhp

This is John Sans, which I throw out as an example of a font that is not too far off from what you have, but a little less rigid. I think this kind of R construction is closer to your brief than what you have.

I'm liking what you've got a lot. I disagree that it's too frigid or that it needs to be jazzed up. I like the subtle roundness everything has and the 'R' and 'U' evoke images of pregnant women. Everything is much more balanced now than when you started the thread, however, the 'lulu' seems to be a bit tighter than your 'arver'.

I'd be interested to see the rest of the identity plans, if there are any yet.

-
penn

Thank you all for feed back.

Eliason, thank you for the example. I think it makes to big of a statement though, even if it's not that far off. As I mentioned before I want the clothes and the photos to deliver most of the "feel" and the logo to be more subtle.

Penn, I'm happy to hear that you believe in the design. I will post work on the logo and identity continuously.

Why can't I attach files anymore?

I think it's working now.

hhp

Ahh, yes. But it does not like pdf files.

Theese are links to a brief presentation of the logo and examples of how the application/placement of the logo on photos communicate different feelings.

http://stormfors.se/xchange/LULUARVER_ADs.pdf
http://stormfors.se/xchange/LULU_ARVER_Logo.pdf

Are those photos just for placement? They are of a very different character than your brief!

The photos are just to demonstrate the diffrence that placement makes.

Very hard to find serious fashion photography with pregnant models.

Theese photos were all taken by Leibovitz and I think that her style suits the style of the clothes very well.