Tuesday, March 3, 2009
working towards the finished product
Here is one of my logos that I have been working on for fresh dough. I have combined several of the key concepts of the previous logos into one logo and hope that it works together. Does the stacked version work with both types of font? I want the logo and the word mark to be able to work separately but am not sure if they work well together. Also if anyone has any ideas on colors that would be greatly appreciated. All the greens except the lime green come from the $1 dollar bill.
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Clearly, the comments are directing you towards the money-inspired identity, which has lots of legs, but still needs refinement, especially in regards to the wordmark. The contrast of the modern, sans-serif type with the FD symbol is nice, but doesn't quite work together. I think a hint of the money font needs to be in the wordmark, or else, the name needs to fit within the symbol (i.e., in one line underneath the FD). This logo may be the small version, so think about what the 'larger' more complete version would look like. Give yourself some more room, and then you can experiment with placement, spelling out FRESH DOUGH with the money type (or maybe just "DOUGH" with that type), or combining a bit more modern type within the logo. Also, the colors are nicely inspired, but the orange starts to make them feel sick. I like the orange as an accent color, I'm just not convinced that you found the right orange or that it works within the logo. Keep working with it. Color palettes also consider proportion (i.e., 90% green to 10% orange)– as is, you have presented each color in equal proportion, which may be distorting my view. Good luck and keep me posted on updates. Let me know if you need or want more comments on revisions.
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