For what it’s worth, from a design-conscious non-designer:

My first impression of the type treatment as an embodiment of speed focused, as Logo Critiques did, on the little fillips on the lettering. They feel to me like they’re set up in oppositional pairs (left base of the “B” & right base of the “a”; bottom and crossbar of the “t”) that convey motion in opposite directions. This may be meant to connote a racetrack as LC suggests, but for me they effectively “cancel out” a sense of speed or momentum.

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Personally, I think then you give typography the kind of character the designer has here, with rounded corners and wisp serifs at every turn, you miss an opportunity to create more character by showing restraint. Less is more. Square it off in a few places. Clean it up. It’s not a typeface you’re designing, it’s a brand!

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1) The small pointed serifs do not show speed, quite the opposite. One’s eye stops on each point and lingers there. They don’t work together to make speed lines as the designer had hoped.

2) Clients often want the logo to say too much. A good logo will gain meaning through its use. Its job is to identify the company, not define its current business. A successful company is going to adapt its business, products and services. An overly descriptive logo will soon become very limiting and may have to be discarded.

3)There are many types of racetracks. Using the wrong one would be bad. The company is not going to want to identify with an indy 500 if they work on muscle cars and vis versa. Might the company want to expand into other types of cars later on? They shouldn’t have a logo that would make that difficult.

4)It isn’t worth worrying about the space between the t and the a because there is so much else that needs to be sorted out first. The idea is still too rough to look at details like this.

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I think the three colored shapes should be positioned better, like puting them between the “t” and “l” over the “a”, a little bit smaller shapes. The font it`s a bit exaggerated, are too many spaces. For example, the “a” have 2 spaces, I think one it`s enough, the upper one should not exist, and should be covered. <a >kansas city pool companies</a>

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Rui’s logo for Brutal effectively captures the essence of the auto performance and aesthetics shop. The custom typeface exudes both speed and sophistication, aligning perfectly with the brand’s offerings. The use of colored accents cleverly denotes the three key focuses of the client’s business. However, there might be room for refinement in balancing the aggressiveness with fluidity in the design elements. Overall, it’s a strong concept that communicates the brand’s identity effectively.

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