Luys Foundation logo(s)

I was recently commissioned to create a new bilingual logo for
an education development foundation in Armenia:

The brief for the Latin logo was to exhibit a strong Armenian flavor, but be contemporary and dynamic. The Armenian logo followed suit - or rather, led from behind.

The letterforms are based on the TMF Nour typeface.

Note: The spelling of the Armenian logo follows the reform orthography. The Mesropian spelling is "Լոյս".


Although the new logo is already in use, I would value any feedback no less.

Also, on Flickr:


Tomi from Suomi's picture

I've done fair amount of logos (heh) in my time, and to me those two work very well with each other.

But I would tighten the terminals of 's' and ascender of 'y'. In comparison to other glyphs they seem to be chopped.

nina's picture

Solid work Hrant. The Latin seems distinctly Armenized, but without that being too in-your-face. Seems classy and contemporary. I like this a lot.

Why is the Armenian version at different (no serif on the "ւ")?

There's something about the "s" that's bugging me, but I can't quite put my finger on it. It seems a bit mechanic perhaps in terms of contrast / linking of the outlines. The arch-based letters seem more refined to my eye. Curious, what made you diverge so far from the original Nour/Harrier "s"?

eliason's picture

My (unprofessional) observations:
The curves look too overshot to my eye (e.g. the *interior* curve at the top of s almost looks like it aligns with the top of y).
I also agree that the s is not quite fitting style-wise.
The swash underline approach (or whatever you'd call it) doesn't say "contemporary" to me, to be honest. It also seems overmechanically executed (see esp. the terminal of the L). But maybe I'm totally misreading the intention of how this is to be read.
That L-shaped letter in the middle of the Armenian logo might need some beefing up on its lower serif (unless downplaying it was intentional).

nina's picture

I realized in the meantime that on the website, the logos are made to be the same width. Was this your intention? The Armenian one seems a bit squeezed-in.

Jos Buivenga's picture

To my eyes it feels more constructed than dynamic. I agree with Craig on the overshoot (maybe different optical sizes?), the s and the L-shaped Armenian letter. I also think that the angle of the terminals of both descenders is wrong. It should be angled/slanted more inward (to the right).

hrant's picture

Thanks for all feedback so far!
It's been as interesting to contemplate as it has been useful.

I guess nativity cuts both ways. I know how to make a logo Armenian-looking, but by the same token it's hard for me to tell if I've gone so far as to give it negative attributes. An Armenian looking at it will probably be pleased (and that's been the case quite strongly so far) but this logo -like most any logo- isn't intended to be viewed only by a specific ethno-cultural group! Although the foundation's fund-raising is probably focused on Armenian sources, it's not good for the logo itself to be that focused.

The "chopped" terminals with the horizontal shears for example are a classic Armenian motif. In fact -as Nina alludes to- the logo's source font (Harrier) has a traditional Latin structure in the "y" and "s". Changing the "y" was pretty easy to justify*; the "s" however was more of a stretch, and it's very possible I've gone too far with it. But the traditional "s" structure did clash pretty strongly with the rest in my view...

* Latin uses that structure sometimes, and it
made sense to echo the "յ" from the Armenian logo.

Similarly the "underline" aspect of the "L" is also an Armenian motif. I have to agree though that it might seem old-fashioned. As for "dynamism", I'm hoping the slant does some of that (although otherwise I do admit it's pretty rigid).

> Why is the Armenian version at different

I'm working on that...
It seems they wanted to make the two logos comparable in width (as you guess) so they figured to "just" chop the terminal of the "ւ"... So Craig, the beefier it was, the more chance it would get cut I guess. :-/

> The curves look too overshot to my eye

Considering the sourse is a text font, that's entirely possible. It does depend on how large they'll be setting this thing though. Ideally I need to make multiple versions for different sizes (as Jos suggested).


fontime's picture


What do you think about new spacing?

Eduardo Rodríguez Tunni

hrant's picture

I'd worry about the "ւ" and "յ" merging (especially at smaller sizes) and looking like a "ց" (which some people handwrite with an open top). You could say that the counter within the "ւյ" isn't really a counter...


fontime's picture


Now I understand your concern about the "LJ".
I hope to be contributing to improve the logo.

Eduardo Rodríguez Tunni

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