[Stone Art, Inc.]

Hola! I'm stumped here. Been working on a logo for the company, and I need some unbiased eyes. Advice please!

[HardDaysKnight]

It's nice but it looks more like an art studio logo.
It doesn't have the hardscape feel. Can you photoshop
the gold ribbon to look like a brick,cobble etc walkway?
JMO Johnny

[Pelican]

I agree with Johnny. If you handed me a business card that looked like that, my first thought would be that you're into art rather than hardscapes. I'd put something in to connect you to your field.

[cutntrim]

Replace the paint brush with a hammer and chisel.

[Stone Art, Inc.]

I'm liking the hammer and chisel idea.

The paint brush thing comes from the name, Stone Art, because it is an art if its done right. I'm gonna try the brick thing on the S.

Thanks, more feedback would be kick (Showin my age there!)

[Stonehenge]

Maybe remove the ribbon, and place a stone w/ rounded corners in the background.

[Gardenhaus]

Just a suggestion, for future silk screening, embroidery and vehicle and project sign work......the more colors the more cost$$$$

A good design should look geat in B&W and then outstanding in color.

I for one have learned to go one or two color. With our gourmet food store and European style florist I went black and white but did it in a "reverse" or "dropout" style easy to read and absorb......can they read it at say 50 mph on the highway if you made it your road sign.....sometimes things can get too complicated......just my opinion

[Gardenhaus]

Ok let's try that a little bigger.....

[Gardenhaus]

let's try this with my glasses on...........

[Gardenhaus]

We just got tshirts and golf shirts back today....black shirts with white ink....our next batch will be white shirts with black ink.....old age has taught me some lessons....like.....my shoes never use to be that far away to tie

[Gardenhaus]

Last two cents before I go on vacation.......I would think that not as many general public as we would like to think, know what hardscapes are.....

I appreciate your semantics.....I tell people we do garden construction not landscaping......when they ask what the difference is I tell them about $50,000 of course I am careful not to say this to new clients.......At times I am ready to go back to saying we do landscaping because I get tired of the above explanation....I think you may be going down the same road.....of course for the inquisitive.....or philomath (person in the constant pursuit of knwoledge......just learned that word in my word of the day email.........now I can quit calling myself a geek) it may do the trick, because everyone will want to know what is a hardscape????

Just my two cents......back in a week or so.....

[agla]

I agree with the first few that suggest introducing something iconic of hardscapes into it. Either keep the brush and make its work look like a hardscape, or keep the art and show it being made with tools of the trade.

Either way, the visual message is absorbed.

The florist's black and white reads great if your reading the words, but it has no iconic message - not that it necessarily needs one, but it is a lot of letters to separate into words at 50 mph. A good relative icon is processed at a glimpse.

[Stone Art, Inc.]

The ribbon is actually an S, and I was unsure of how other people would perceive it. I appreciate the feedback, I've got a few ideas swimmin through my brain now as to what I can do with it.

[AquaLass]

Hi Petra,

I'm a graphic designer so I have a few comments, but not enough patience to type them all out here. If you would like some free professional feedback send me a private message.

[AquaLass]

Hi Petra,

I'll give you the consultation I give my clients.

First of all, think from the point of view of a someone viewing the logo, who has no idea what business you are in, and ask yourself these questions:

1. Can the business/goods/services offered be easily conveyed through the logo?
- when I look at the logo you posted, I think it's someone who paints murals on stone slabs.

2. what feeling does the logo impart to the viewer?
- people will buy goods or services on impulse, and will often choose between like companies based on which one they "feel better about."
- the posted logo actually has a great feel, but again, does not get across what it is that your business offers.

3. a helpful exercise I have my clients do when determining their desired image branding - write the answers to these questions in as short and simple terms as you can:

1. what are the goods/services my company offers
example: hardscape design and installation

-now think, does everyone I am trying to reach know what hardscape is? If not, write alternate descriptions. example: decorative stone design and installation for your home, indoors and out (this is an example only and may not be accurate for your business. the key is to write something that is accurate for your business, in easy to understand terms)

2. who are the people most likely to need or want these goods and services? This is your Target Audience. You may have more than one target audience, for example, homeowners and industry. Then review #1 above, and write down a description suitable for those target audiences. For example, "hardscape" may be a fine descriptive for landscape architects, but will just a normal joe homeowner who wants something new and pretty know what "hardscape" means?

3. write down words that you want your target audience(s) to feel or think when they think of your business. examples: beautiful, stylish, professional, dependable, relaxing at home on the beautiful patio, etc.

4. Now ask yourself what is the message I want to send to my target audience(s)? Write these down, and keep them short.

5. Now, what images or pictures convey those messages, thoughts and feelings to those audiences? For example, the industry audience may be more concerned with reliable, good product and service, the home audience might lean more toward ooh, your garden path is soooo beautiful!

Another example: I have a client that is a tile and stone supply and installation company. They did two postcard mailouts, oriented to two different target audiences, industry and homeowner.

The industry postcard was designed to be very simple and straightforward, oriented towards builders who just want to know what stock does your store carry, what brands, and are you reliable for me to stop by if I run out of something and need more, do you carry large quantities to supply me for large jobs, etc. That postcard was not too fancy, but listed the most popular stock items the builders needed, and showed pics of inside the store, so that the builders could see the variety of goods offered. They don't want fancy house pictures, they want to know what you can supply them with.

The homeowner postcard, on the other hand, had an elegant look and feel, featured an overall image of a nice dining room set on a beautiful tiled floor. The homeowners want to see what their home can look like after they have this company come out and install a beautiful tiled area. Smaller inset pictures showed a tiled bathtub area and a tiled outdoor area, and the copy spoke about the excellent and reliable customer service.

So. Now you have figured out what are you offering, who your target audience is, what messages you wish to send them, and what types of images will best get those messages across. You are on your way to establishing your professional identity and branding!

Once those have been established, you can think about the logo. Does my logo convey the above mentioned message, thoughts or feelings? If not, why?

Very important - search for other companies that offer what you do. Look at their web and print materials. Buy a magazines oriented to homeowners and look at the ads by those companies. Buy a magazine oriented towards other target audiences, if any, and look at the ads there. Compare them. How are they different? Are there similarities? Which ones appeal to you, and why? Which do not appeal to you, and why? By doing this you will get a feel as to what is effective, and what is not, for your industry. Then look at their logos. What do they portray? Which ones successfully impart the goods/services of the company?

Now for the wrench. The above mentioned portrayal of goods/services is not always necessary in a good logo. With logos, simplicity is good. Simplicity is GREAT. Think McDonalds. A big M. Doesn't say food at all, however, I guarantee that if you draw a big yellow M, anyone in America will say, Oh yeah, that's McDonalds. Think Nike - Swoosh. Or Target - bullseye. Or Apple - an apple with a bite out of it. Does an apple say "big fancy computer?" No, but these companies all have such good identity branding in place, that if you show these marks (without accompanying type) to anyone, they will think of that company.

So, how important is it that your logo portray your service? Well, how big is your company and what is the supporting advertising/branding budget? Small companies may find it more important to portray the good/service with the logo than large companies, who have big advertising budgets.

When you establish your branding/identity, it is imperitive that you stick with it! Always, always, use those branding images in your advertising materials! Constant and consistent repetition. It's brainwashing, really, conditioning your audience to respond to your business in a certain, desired way.

Now look at your logo. What does it say to you? After you work on it more, post it and send me a message, I'd be happy to critique, if you wish. If you're stumped, ask me for a price quote for logo design.

Congratulations, you've just recieved a free one-hour consultation

Meilani
www.phototouches.com