I know I keep commenting but I love this blog! Troy, I really like your logo. I think the avenir or century gothic font you used resonates with me as being very appropriate for your logo. Although you’d definitely have to have a second version that has larger print/thicker print for different mediums (i.e. t-shirts). I like the block monogram but it is difficult to read but Erik’s version of it loses the modern touch that yours has. Perhaps if you wanted to incorporate the film aspect, you could encase the monogram in the cell of a film strip. But I would say the logo is very pleasing to me and as I final note i’ll just say there is an argument that a good logo doesn’t require an icon related to the business (but it can help). Nike’s logo & swoosh says nothing about shoes and clothing and many film studios (like Paramount) don’t try to incorporate film reels, directors chairs, or clapper boards in their logos. So it’s really about how the feeling of the logo and your branding represents what you’re all about but I don’t personally think that a logo HAS to include an icon of what your business does to capture your target audience. Really nice job

I like the logo very much. I also like Erik’s idea.

Call me crazy or whatever but I first read i d A h o on the logo and then iF.P. (took me some time and a hint from the article to read iFP to be honest)

http://www.gnomon-design.gr/images/idaho.jpg

@Vassilis wow, I never saw those letters in the monogram and have no idea if Troy intended it. At any rate, interesting interpretation, thanks!

The color palette is wonderful; fresh, modern, sophisticated. I had trouble reading iFP and it could be because there is so much emphasis on the periods. Are they even necessary? But I’m assuming they are to help the characters mimic an abstracted film strip. Perhaps if they were in the same blue as the background, they would then receed instead of popping. The bright orange period should have more importance over the sandy beige P.

Nice work Troy, will be interested in seeing your final mark.

While I usually agree with most of the advice you give, I think, in this particular case, the original logo’s shapes are better than the ones you suggested. The letters don’t have to be too obvious, as long as you can find them. After all, without the actual title included, clear initials aren’t going to identify the brand any more than the shapes will, at least, not much. IFP could stand for anything… Also, with the altered logo you included, the periods stand out WAY more as periods, and are more bothersome, whereas, in the original logo, you can find them, but they can also feel more like shapes just to fill in space between other shapes. By forcing the other shapes into clear letters, you also force the squares into periods - not necessarily something you want to do. Another neat (I say neat, not crucial) thing about the original is that the shapes achieve perfect diagonal symmetry when rotated around (this is more obvious in black and white). That symmetry is lost in your suggestion. I’m not saying that symmetry is some magical qualifying factor, but it can be very effective when done right.

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Can someone tell me what the image represents? I don’t get it. I’m a landscaper Missoula so this is not in my usual line of expertise.

This thread is really nice. It would be great if you can also criticize the logo of Oakland Hood Cleaning.

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