Houston Wellness Center logo

polk_designs's picture

This is my first post to this forum. I have designed a logo for a local wellness center and I am not quite happy with it.

I am pleased with the overall design but I think I need to tweak it just a bit more. The company has an existing logo of a heart with an olympic flame over it. I decided to update their image with a new design.

They did'nt really ask for a redesign but I took the initiative to put something together for them. They have actually used the logo on a drink bottle but nowhere else. I think they are afraid to change their identity because they might look too "successful".

The logo would eventually be applied to stationary, bus. cards, etc. Any critiques would be great at this point. I'm very happy with the concept but it still needs a little something.

Thanks for the help

bart_van_der_griendt's picture

The concept is okay, in my opinion. But the overall feeling lacks finesse, subtlety. The capitals are rather insipid in contrast with the flowing forms of the central heart-piece.
The way the H sits against the heart leaves this little angle in the top-right corner. This needs to be corrected. Also, to my eye, the W sits to cramped in the heart. Due to all the diagonal lines of that letter, you need to orchestrate a fine balance between form and counterform here.
Have you experimented with other fonts, or a narrower heart, smaller letters? Might be usefull.

dan's picture

Jay what is a wellness center? Is it a spa? Is it commercial business? My first impression is the mark is powerful but not warm and friendly. It might make a good emblem for a car.

polk_designs's picture

The wellness center is a workout facility. I thought the heart would be a good metaphor since it is so necessary to good health. Here's another variation on the logo. I took the letters out of the heart and made them serif to warm them up some.

bart_van_der_griendt's picture

That last version is much easier on the eye, Jay. Now that I know what a wellness center is, I think the color might be too 'medical'. And, in this version, the two elements are too seperate. Try to integrate them into a logo that is one.

aluminum's picture

a flaming heart seems to be the opposite of 'wellness'.

dan's picture

I get the "I heart NY" feel to this latest version. I don't read the flame as a flame and I don't know why you have it at all. At this point I would work on the type. This face is kind of dull.

polk_designs's picture

Okay so the flame is the heart does not work. Here is another version. I put the original flame over heart in the middle of the type. I also changed the type to Adobe Jensen. I really like the feel of this type better. Thanks for the advice.

dan's picture

Jay, much better. I like it reads Houston Wellness. Center. I like the type alot better now too. Now work on the relationship between the type and the mark. I think the mark is to large.

dan's picture

One last thought they need a tagline. Explain the business in 6 words or less. Houston Wellness Center means nothing to the average person. Its not necessarly your job, but make it your suggestion.

polk_designs's picture

I had already thought up a couple of taglines. One was Houston Wellness Center. Wellness is our middle name. One of the owners thought it was great.

I was able to talk with the other owner last week and he liked the new direction I was going in. I will follow up with him soon and see what he thinks of this new direction. I got the feeling talking to him that he is ready for a new design; it just has to be something that he is comfortable with.

hughfire's picture

I like the direction your logo is taking, but you might want to look at the flame shape and maybe make a small adjustment. As it is now, it is very similar to the shape of a descending dove, in that case it almost certainly gives a quasi religious feel to it - especially in some evangelical circles in the south. Perhaps another toungue on the flame would help or rounding the bottom a bit more. Unless of course it is associated with a church group or religious movement - in which case it would be very appropriate - right now it kinda seems to say Mercy Hospital of the Sacred Heart to me. As far as any ambiguity of the word wellness center - in Louisville almost ALL of the new health clubs are called "Wellness Centers" so I think that aspect is clear - is that a regional thing maybe? I do like the tagling though - very snappy. Is it possible to shift them to a deeper red - less bloody and more soothing? I think that will cut down on the medical feel - also maybe incorporate a softer color into the text to help even it all out.

squeeze's picture

I don't think I would go with a "deeper red". To me, that is even more bloody. If anything, I would lean more in an orange direction, which has no relationship to blood or medical institutional imagery. Also, I don't mean to be intentionally contradicting Hugh on all accounts, but the dove thing seems to be a pretty far stretch. Anytime a heart is used as imagery, my first concern is avoiding the image of breasts or a butt. In this case, the only alternative image I can see beside the intended one is a flaming fart exiting a butt.

I can't say I like the tagline at all. "Houston Wellness Center: Wellness is our middle name." It is redundant and doesn't add any explanation or description. Something like "Houston Wellness Center: Live a longer, healthier life" or "...Be stronger, live longer" makes a suggestion about what the wellness center is about. "...is our middle name" is an old school clich

hughfire's picture

yikes - forgot about the whole error thing - been three months since I posted (ugh) if a mod could just delete one of those.

LOL - Scott - boy oh boy I must be way out of practice at critique (heheheh) - Instead of deeper I should have said cooler reds- not quite as far as a rubine, but something of that more calm feel - but orange is an energy color so if you can get them to make enough of a shift to be an actual orangey (is that a word) red then you cold inject a ton of energy into the logo.

Scott you are probably right - it is a bit cliche, but I think that is what appeals to me - it seems like it is coming full circle. There are a lot of taglines for hospitals around here that are those kinds of statements. Norton - Experience. Better Care.; Baptist East - Feel Better. Maybe it was just the whole going for the cute punch line that got the nostalgic side of me.

As far as the dove - I swear I see it, but that may be the fact that I am from the south and you can't swing a dead cat without hitting a church down here. And I know of a couple that are actually called Hearts of Fire Church (one was located in an old firehouse so it was always a bit corny). All I am saying is I have seen logos for churches that maximize the similarity between a flame shape and a downward dove - (i've even designed one or two). If I am the only one who sees it - then you are probably safe. - Just thought to mention it.

polk_designs's picture

The flame is really up to debate right now. I only put it in my logo because it was in their former logo. I don't see how I can avoid a "negative" feel of having a flame over a heart. So the flame will probably be gone soon.

I think just a heart would work fine and I like the suggestion of a differant red. When I first did the logo I was thinking really modern and progressive but now I think they need more of a sedate and passive feel.

polk_designs's picture

Here is another idea. Any thoughts?

polk_designs's picture

I'm trying out some other ideas. I think the heart may be too small and get lost but I wanted to incorporate it in with the type. What do you think?

polk_designs's picture

Another idea. Exploring the hearts as more of a symbol. Any thoughts?

dan's picture

Jay the first one reads Houston Center Wellness. Not Good. I like the second one but I have a suggestion, Houston and Wellness are about the same length, try stacking the name on 3 lines (keeping center small) and let the heart-o work in the negitive space of the upper and lower case letters.

polk_designs's picture

Here's another one. I like this one but I don't like the empty space between the top word and the second word. I also made the heart a little larger and kerned the letters closer.

dan's picture

Jay thanks for trying it but it doesn't work. Did you investigate small caps instead of lower case?

Ty Wilkins's picture

Jay - I like the look of "Post Number: 8". Do you think it conveys the appropriate action words for the Houston Wellness Center?

I think you are in a need of a definition of the center, probably in the form of a tagline. This would inform your design decisions.

One Idea:

polk_designs's picture

The company has picked a logo they want to use. It is not the one I would have chosen but they were impressed with all the work I did. Now comes the fun part. Business cards. Letterhead. Signage.

Thanks for all the good input.
Jay

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