Thank you for your kind feedback. I thought I'd share some background on how your logotype was developed. Usually, when I present my design work I proceed it with a walk though on the process with my typography study, but this particular forum precludes this information. The logotype was developed from determining the look and feel needed to display keywords that describe what you offer to the medical industry. Keywords like: stability (very important as you are a new business); precision (this is key in the medical profession); friendly (key to good sales rapport). Letterforms that achieve this are a mix of hard edged straight forms and soft rounded forms. Fortunately your name has a good mix of both. Sans serif type fonts proved to be the best option as they easily met the keyword criteria and are easily read, especially with longer company names that contain more than one word with many characters. Exploration into classical sans serif type fonts revealed that no one font would meet the criteria. By combining letterforms from several fonts and altering them as needed the right tone and balance was achieved. Tests were then done so see how the logotype held up under all applications. From very small, such as the size used on a give away pen, to very large, like on a display or billboard. Condensed fonts tended to close-up and proved difficult to read on very small applications. The only way to counter this was by using lighter weight variations of the condensed font which eliminated one of the key criteria, stability (italic fonts also did this). The final version is a blend of letterforms that express stability, precision and friendliness while providing a quick read when passing the logo on a billboard at 70 mph or maximizing readability when seeing on a pen in a doctor's office. I hope this helps and welcome your input.
this is a huge improvement over the first one. I really understand your logic and tend to agree about the mss- all of a sudden I starting to shift gears. Thanks for staying in the contest. I can think of a few minor variations that I would like to look at on Font but the basic concept is what I like- Well done!!!
Disclosure: I created everything in my entry and I didn't copy anyone else's concept. (?)
After getting your comments and rereading your creative brief, I've taken a new approach to the design of your company's logo. I think that going at it using the "MSS" as a mark with the logotype is getting in the way of getting your name in front of your intended audience. Since you are a new company it is critical to have the name as the main focus. Having the logotype read together as a single line helps achieve this. You've made a comment that your main focus is sales and that service is secondary. While I've made them the same weight, I've separated the two with the + mark and pulled the word Sales in tight so "Medical Sales reads together as a unit. My rationale is that what you provide is sales and service. Who you provide it to is the medical profession. I've also developed a logo mark that can read as both a medical cross and a plus sign. Creating it out of upward facing arrows in gold and placing it inside the logotype helps lead the eye to your tag line and emphasizes your company's key differentiator. I've done two treatments so you can see it on a white and colored field. Let me know what you think.
Comments
25-Aug-08, 2:59pm GMT
24-Aug-08, 11:41pm GMT
Disclosure: I created everything in my entry and I didn't copy anyone else's concept. (?)
After getting your comments and rereading your creative brief, I've taken a new approach to the design of your company's logo. I think that going at it using the "MSS" as a mark with the logotype is getting in the way of getting your name in front of your intended audience. Since you are a new company it is critical to have the name as the main focus. Having the logotype read together as a single line helps achieve this. You've made a comment that your main focus is sales and that service is secondary. While I've made them the same weight, I've separated the two with the + mark and pulled the word Sales in tight so "Medical Sales reads together as a unit. My rationale is that what you provide is sales and service. Who you provide it to is the medical profession. I've also developed a logo mark that can read as both a medical cross and a plus sign. Creating it out of upward facing arrows in gold and placing it inside the logotype helps lead the eye to your tag line and emphasizes your company's key differentiator. I've done two treatments so you can see it on a white and colored field. Let me know what you think.24-Aug-08, 9:29pm GMT