Logo Critique

graffo's picture


I have designed this logo for my company and I'd like some feedback on it. I like some elements but not too sure how well it all hangs together. Any ideas for improvements or if people like it.


squeeze's picture

Find a new home for "THE".

The general feel of the logo seems appropriate for firewood, but the execution looks dated to me

graffo's picture


Thanks for your views. The logo is to be used for letterheads, t-shirts, van advertising. We cut and sell firewood by the van load so we don't have packaging for each bag as such. I was going to keep the logo black and white because we are a small business just starting out and this was to try and keep costs down. Also I thought black and white is quite bold and distinctive and would be easier to see. I don't have any design background so I'm not sure if my thinking is right or not. Not sure I want to have a 70's or 80's feel to my logo though. Maybe I should I get a logo designed for me as I want the image of the company to be proffesional even though we are doing a manual job which could be traditionally seen as something that is a bit rough and ready.

designalchemy's picture

"the" white knockout on the F (or overlay if you prefer) pulls too much attention and breaks up the flow. Also move "N"
towards "Y" this would make negative space more neutral.
Recut "C" so right side is straight.

john_todoroff's picture

It looks 70s/80s because of the heavy weight and the tight spacing. Try loosening it up a little, experiment with some lighter fonts. Also, geometric fonts like Futura can seem cold to many people... you're selling warmth, right? (I'm assuming you're selling the firewood to the consumer) I don't know about what your customers are like, but I personally think of fireplaces and wood stoves as a rustic, homey pleasure, so it would make sense to convey that in the type. Try a more traditional (i.e. centuries-old) font, or one that has some suggestion of hand-cutting, or "rough-hewn" edges. Slab-serif fonts can convey the sense of the heavy lifting that you do.

Albertus comes to mind as one appropriate font choice, if a bit obvious. Rockwell is a good slab-serif. Rosewood Fill has an endearing irregular quality, although that might not be the look you're going for.

And the logo looks very computer-drawn because the line weights are all the same. The double boxes don't help. Try a solid black square with the tree rings drawn more "naturally," and reversed out in white.


otomboy's picture

Im not sure about the logo mark; it looks like a generic logo for stereo equipment. As for the type, I can understand the boldness of it, but the san-serif, blockiness makes it hard to read. I think rockwell would also work. Try something like www.homedepot.com, varying the words and working in the "the" better into the logo.

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