What do you think

joe_m's picture

I am working on this logo for a luxury airline, this mark is meant to appeal to business people, because every seat on this airline is first class.The lex and the air work as a whole. I've added the tag line because the brand is unknown and comfort equates to luxury - I have narrowed down the selection to two styles... do you think either of them say luxury airline business?

dan's picture

Joe your Jpgs didn't post at least on my OS 10.3. Did you try a gif?

joe_m's picture


joe_m's picture

or this?

stefanpalmqvist's picture

I think the logos you present here does not feel luxury. One of the reasons is because you've tried to fix and trix almost every letter. Nothing in the layout takes a stand therefor it feels "vulnerable". Don't be afraid of just being laid back with the text and work more with the composition. And pleas take a good look to the space between the letters... get the similar feeling between all letters.

dan's picture

Joe is there any reason Airlines should be as important as Lexair? Take a look at making Lex one color and air another and make Airlines tiny. LexAir is stronger than Lexair Airlines. As for the type, your trying to do to much with it. This is business people and not designers your trying to appeal to. Keep it straight, use a nice type face like Clearface

tomnix's picture

Hi Joe

I like the angular nature of the first logo, and especially the X - A combination. But as Stefan points out, there is not enough continuity between letters. Also it has a slightly comic-book lettering look, probably not what you want for a logo which inspires trust. Also is there a reason the lettering is slanting backwards?

joe_m's picture

Tom, the letters are slanted back like a reclineing chair, laid back and comfortable. Though I've also looked the sraighten letters. Stefan The letter space is the should be the same for each letter except the x and the a so it shows they are connected. Alessandro, I don't this commic book lettering says luxury. I might consider clearface as a possible alternative. Thanks for the advice guy! Any other opinions would much appreciated.

joe_m's picture

I am likeing the clearface type
what do you guys think?

joe_m's picture

I think I may have a solution

dan's picture

Joe I like the new direction but don't letterspace Airlines. make it the width of Lex or air in Lexair. Position it under either Lex or air. The new direction is much more business oriented, nice work

dan's picture

Joe, what is luxurious about business class. Sure its vanilla, it should be.

dezcom's picture

Actually, I like the word Airlines letterspaced. Letterspaced says airy akin to flight. It is also good to change the speed of the line in contrast to Lexair which is a fast line. Airlines letterspaced is a slow line. I would choose a light sans for the word though, the serifs make it look too busy. I agree with Joe Pemberton on the font selection.


dezcom's picture

You might also think about Jeremy Tankard

kaisa's picture

When I saw the first examples, it felt like this is an airline that is "going backwards". The one above feels like it's "going around in circles".

rickgriffith's picture

Sheesh, none of these are getting me exited at all. Not to be cruel but unless you're willing to look at the Luxury Brand comment and examples your were given more seriously I think you should move away from a type foucused mark here. You're not getting it yet.

There's no reason not to try your hand at something more illustrative and potentially more explicit. Don't forget many logos have ideas embedded, so far these don't have any luxury ideas in them just flying ideas and that's already very common out there. This logo has a particular advantage. It hasn't been made yet. It hasn't filled Chapter 11, or lost luggage, or had to bump a passenger. Let the mark show that it's fresh and that luxury is something that is mysterious, especially in a time of fear and redundant securities and armed air marshalls. You have a lot of work to do here. Make the client earn this logo.

Rock On.

joe_m's picture

The right type selection does not have to say luxury, here, the color selection can say luxury. Studies have proven that the color blue is calming and creates a sense of ease(or any dark shade of a color for that matter). An atmosphere that is comfortable is also luxurious. I think the type has to have a certain amount of sophistication and Clearface accomplishes this. The tracked out type on the bottom ads balence to the overall mark, without subtracting from the LexAir portion of the word mark. Since this is a new brand, it is important to use the name some how in the mark to help identify this new company, which a logo by it self or attached to this wordmark cannot bring attention to LexAir, because there is a millon airlines out there but there is only one LexAir.
thanks everyone your comments are very helpful

Joe Pemberton's picture

I liked the first ones better than the Helvetica or Clearface ones.

This is a tough design challenge. The fuselage demands
something short and wide and the tail demands something
narrow and tall. Tough to find the right balance.

The staccato letterspacing in your first example would be tough
to balance with the similarly spaced windows running the length
of the plane. (Not that it can't be done, but it takes caution.)

Clearface doesn't say luxury as well as it says "maple syrup" or
"corduroy" or maybe "strawberries and cream." And steer clear of
Arial/Helvetica for this one.

Luxury brands need luxurious type - extra large and hyper thin
or elegant and understated.


Joe Pemberton's picture

That's my kind of design brief... "Awe, just make it plain. You
know, reg'ler old vanilla. Nothin' special."


Miss Tiffany's picture

I personally do not equate vanilla to luxury. Dark chocolate, yes, vanilla, absolutely not.

Christian Dior, Louis Vuitton, Kate Spade, Celine, Pucci, Versace, Marc Jacobs, Zac Posen, Karl Lagerfeld, Tiffany, Alexander McQueen, Tristan Webber, Clements Rebeiro

Isn't jetBLUE all first class? Or was that some other airline?

I think the second option is too friendly. But that's me. I don't necessarily equate luxury with friendly. :^/

Miss Tiffany's picture

As I was looking at a few magazines tonight I realized that this thread was in the back of my mind as I flipped the pages.

It is impossible to put the weight of selling anything as luxury solely upon the typeface--not that this is what is being done here--because a product is luxury because of so much more than just one part of it. However, the right typeface can set the stage...in fact, it does set the stage if nothing else has been done thus far.

Do you have any information other than what you've shared that might shed more light?

Lancome, for instance, uses an OCR font for the copy in combination with the serif logo (and sans sub-logo). But the thing that REALLY sells it as luxury--pretending that I know nothing of their actual products--is the enhanced lips shot. After you notice that gorgeous image you then notice that it is Lancome and then you read the copy.

What does luxury mean to you? Upper East Side or Tribeca? Palm Springs or Las Vegas? Cashmere or good cotton? Satin or Egyptian cotton? Who the target audience? Entrepreneurs or Tycoons? Or by luxury?

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