What is the exact name you would like in your logo?
What is your industry?
Consulting and Professional Services
What are the top 3 things you would like to communicate through your logo?
Alaco Engineering is a small civil engineering consulting firm seeking a new text only word mark style logo. Like an engineered structure the words should appear balanced, stable, and strong, but also a little artistic, but not overly complex. It should have a simple masculine elegance about it, not boring (as it appears now). The word "Alaco" should probably have some flair, a more unique, perhaps script type font, the word "Engineering" should probably be a more common block type. This is just a suggestion, but it is offered because the word "Alaco" will always be part of the company's identity, the word "Engineering" might change over time to "Consulting" or to "Engineering and Construction" or perhaps dropped altogether. When selecting a winning design, some thought will be given to how easily the design can incorporate such a change.
What logo styles do you like (image + text, image only, text only, etc.)
A text only word mark is what's desired, and it should be the focus of effort. But if a suitable image is also proposed which compliments the text and the business then it will certainly be considered. Selection of a winning design will probably favor a one color, positive/negative (no shading or shadows) approach. A design that's easy and inexpensive to reproduce by way of ink stamps, black and white copiers, and embroidery will probably be favored. Alaco utilizes Google website services and prefers a logo color that mimics or compliments the colors of Google Maps. For the logo, the blue color that Google Maps typically displays as water might be a favored color.
Do you have any other info or links you want to share?
Company website: www.alaco.us -- The description and suggestions offered as part of this brief are what is thought to be wanted. Despite this, those proposing a design are welcome to submit anything they believe should be considered. -- This brief may be revised before the project end date.
25-Nov-12 8:30 p.m.GMT
UPDATE: This project is now assured, in case this influences anyone’s participation.
I also want to mention that I generally won't immediately rate or comment on a proposal, unless it invokes strong reaction at first sight. I prefer to wait some time to reflect upon it and imagine ways of possible improvement. It is my intention to rate and provide comments on all proposals. Thank you for your patience.
Additionally I thought I’d mention, in case it influences anyone's design approach, that the name Alaco is not an acronym. It is a made-up word derived by abbreviating Alameda County--the California county in which the firm was established and primarily conducts business. Therefore all of the letters of the word do not need to be capitalized, nor do any of the letters for that matter. In the end, whatever looks best and feels right will win out.
One final thought, several proposals incorporate a highly stylized letter. I generally like it if the letter is still recognizable as a letter, if it still feels connected to the rest of the word and it reads as such, and if the stylization symbolizes or conveys some recognizable civil engineering characteristic, principle, or object.
30-Nov-12 5:21 a.m.GMT
The buyer has uploaded a new file in this project. You can download that file in the DETAILS tab.
30-Nov-12 5:22 a.m.GMT
I would like to discourage designers from including icons, objects, and/or stylizations merely for the sake of adding an interesting mix of shapes and colors to the design. These will only garner favor if they blend well with the text and not detract from it, have symbolic (CIVIL engineering) significance, and reproduce well as part of engineering plans, which are usually just printed in black and white. Submission #28 is rated highly because it meets all these criteria, with the swoosh symbolizing a roadway or pipeline winding around a hillside.
Please keep in mind that the services of a professional engineering firm do not need to be branded like products marketed to the masses. Few will recognize an engineering firm by name, no one would recognize one by icon alone. Many don’t even have one. So an icon is not tremendously important in this contest.
The desired wordmark has to fit comfortably alongside those of the larger firms. Often times small firms are asked to partner with larger firms and their logos are presented together as part of a proposal. Therefore, the Alaco logo must be professional and not gimmicky or flashy.
I’ve upload an image file showing logos of some large engineering firms. This is not to say that any of these are spectacular and should be replicated, just that the winning design should fit comfortably among them.
5-Dec-12 7:14 p.m.GMT
Greetings, this will be my final update before the contest ends. Other commitments demand my time, so I won't be able to provide specific comments or ratings from here on out. Therefore, if you're unsure how a particular design element will suit the firm's interest, submit as many iterations of a proposal as you want. If it's close enough to a winner it will be considered even if it needs tweaking.
Here are some guidelines I keep repeating in the comments to individual designers. It pretty much boils down to the use of proper font(s). The characters should be simple but visually interesting/appealing, not so common that the design looks like it was typed out using a word processor. Script can be interesting, but is difficult to utilize. It shouldn't be so elegant as to look like it should be on a jewelry box or so playful that is should be representing a toy company. Engineers and the firms they work for are generally conservative in nature, so nothing too crazy or abstract. Unfortunately, I can't offer much guidance as to what type of font is suitable, I'll just know it when I see it.
Don't stylize the first, the middle, or last letter so much that when you stand back from it and view it only in an instant (as if it whizzed by you on a car door) that it doesn't read as Alac or Al Co or Alac with some interesting symbol thrown in. In many cases when it comes to stylization or symbolism, less is usually more.
As far as number of colors go, one is probably best, but two at the most.
At this point, any proposals that rate 5-stars are definite finalists, 4-star designs are also contenders but will probably need to rely on substantial positive feedback from those with whom I share these concepts. Once the contest ends, I'll share them with other colleagues and friends to make a final determination as to the winner. This will probably take a few days.