E Genevieve Williams

FIND YOUR NIKE SWOOSH: BASIC LOGO DESIGN

great job. love that you actually came back and finished this project! wonderful. love the grey and gold palette you originally had in mind. but, i also know that clients love blue. so your choice of blue and grey doesn't surprise me. i would like to see that typography with the grey and gold, if you don't mind? also, have a close look at the typography. the o is based on a circle and keeps a good strong circular shape. however in comparison to the s and p for instance, it's a lot wider. hoefler solved that problem with a font called gotham. the letters are still based on geometry, but they're drawn such that all are almost the same width. hoefler fonts are excellent, but can get expensive. but, do try it in hoefler gotham. you can try it there on the site and screen shot it to see it next to your icon. next i'd say have a look through Chris Spooner's roundup of 60 good (and free) fonts: <a href="http://blog.spoongraphics.co.uk/articles/60-quality-free-fonts-you-probably-dont-own-but-should"><a class="url" href="http://blog.spoongraphics.co.uk/articles/60-quality-free-fonts-you-probably-dont-own-but-should" rel="external nofollow" target="_blank">http://blog.spoongraphics.co.uk/articles/60-quality-free-fonts-you-probably-dont-own-but-should</a></a> you may find something there that you like better than what you've got. if not, what you've done is truly excellent. brilliant job. hope your client is appreciative? warmly, g.

Thank for the feedback! I played with other fonts, and I checked gotham, I liked it,  but it's too expensive; I ended up choosing another one that is rounded (Aqua Grotesque) What do you think? =)
 

yes!! good. i like. it's the top one, yes? letter spacing is good too. though tuck in that last o a tad. looks like it'll float away. good for you that you finished!! xox g.

Thank you very much! I changed the spacing between the "Z" and the "O".  =)

bravo!! pls post in projects gallery if you haven't already. xoxo g

hmm. your icons are all really nice. they capture the nautical look suggesting that the firm will "steer the ship" in a good way. of the bunch, i prefer #1. i feel it's the strongest without being reminicent of other things. i'd like to see you experiment with typography as much as you've explored the icon designs. the typography plays a very strong role in pulling the logo together and making it a full brand element. great work. pls keep at it. xo g

ah, you did such a great job collecting swipe! i can see your logo coming into focus already. a question--why the nautical theme? "consulting firm guides you safely?" if something like that, do you have a tag line from them that will help you connect the visuals with the concept? a tag line will be helpful :) color palette is soft and natural. nice! composition centered, makes sense. typography not sure about yet. let's see your icon first. then you can choose weight and level of complication in typography. or alternately you can choose typography and design your icon to fit. looking forward to seeing this project. great job so far. xox g.

Hi, thanks for the feedback.  My client specifically ask for a compass in the design, he is really into sailings and all sorts of nautical things, my guess is that he wants to project that onto the image of his company, even if it's not strictly related; although the compass can be easily tied to the idea of guidence and consulting. :)

okay. so maybe try to tease out of him what he intends with the compass. getting the concept down is key. that will become clear to him too as you chat. good luck. xox g.

CHOOSING A LOGO TO DESIGN
Company
Name: Esphorzo
Description: consulting firm
Keywords: important, serious, refined, business, guide, consulting.
Target Audience
Age: 27 +  (business people and firms)
Gender: M/F
Income: average to high
College Status: college graduate
Local: Urban
FIVE MOOD BOARDS OF INSPIRATIONAL SWIPE FOR THE LOGO
Concept
<img srcset="https://static.skillshare.com/cdn-cgi/image/quality=80,width=600,format=auto/uploads/project/c1bd39b9b186cc95541d63a6bbdbf174/6afa00d1 600w, https://static.skillshare.com/cdn-cgi/image/quality=80,width=1000,format=auto/uploads/project/c1bd39b9b186cc95541d63a6bbdbf174/6afa00d1 1000w" sizes="(max-width: 600px) 600px, 100vw" src="https://static.skillshare.com/cdn-cgi/image/quality=80,width=1000,format=auto/uploads/project/c1bd39b9b186cc95541d63a6bbdbf174/6afa00d1" loading="lazy" alt="Logo for Esphorzo - image 1 - student project">
Typography
<img srcset="https://static.skillshare.com/cdn-cgi/image/quality=80,width=600,format=auto/uploads/project/c1bd39b9b186cc95541d63a6bbdbf174/dcd646fb 600w, https://static.skillshare.com/cdn-cgi/image/quality=80,width=1000,format=auto/uploads/project/c1bd39b9b186cc95541d63a6bbdbf174/dcd646fb 1000w" sizes="(max-width: 600px) 600px, 100vw" src="https://static.skillshare.com/cdn-cgi/image/quality=80,width=1000,format=auto/uploads/project/c1bd39b9b186cc95541d63a6bbdbf174/dcd646fb" loading="lazy" alt="Logo for Esphorzo - image 2 - student project">
Composition
<img srcset="https://static.skillshare.com/cdn-cgi/image/quality=80,width=600,format=auto/uploads/project/c1bd39b9b186cc95541d63a6bbdbf174/c145d70d 600w, https://static.skillshare.com/cdn-cgi/image/quality=80,width=1000,format=auto/uploads/project/c1bd39b9b186cc95541d63a6bbdbf174/c145d70d 1000w" sizes="(max-width: 600px) 600px, 100vw" src="https://static.skillshare.com/cdn-cgi/image/quality=80,width=1000,format=auto/uploads/project/c1bd39b9b186cc95541d63a6bbdbf174/c145d70d" loading="lazy" alt="Logo for Esphorzo - image 3 - student project">
Color
<img srcset="https://static.skillshare.com/cdn-cgi/image/quality=80,width=600,format=auto/uploads/project/c1bd39b9b186cc95541d63a6bbdbf174/ca25c756 600w, https://static.skillshare.com/cdn-cgi/image/quality=80,width=1000,format=auto/uploads/project/c1bd39b9b186cc95541d63a6bbdbf174/ca25c756 1000w" sizes="(max-width: 600px) 600px, 100vw" src="https://static.skillshare.com/cdn-cgi/image/quality=80,width=1000,format=auto/uploads/project/c1bd39b9b186cc95541d63a6bbdbf174/ca25c756" loading="lazy" alt="Logo for Esphorzo - image 4 - student project">
Icons
<img srcset="https://static.skillshare.com/cdn-cgi/image/quality=80,width=600,format=auto/uploads/project/c1bd39b9b186cc95541d63a6bbdbf174/9d29c873 600w, https://static.skillshare.com/cdn-cgi/image/quality=80,width=1000,format=auto/uploads/project/c1bd39b9b186cc95541d63a6bbdbf174/9d29c873 1000w" sizes="(max-width: 600px) 600px, 100vw" src="https://static.skillshare.com/cdn-cgi/image/quality=80,width=1000,format=auto/uploads/project/c1bd39b9b186cc95541d63a6bbdbf174/9d29c873" loading="lazy" alt="Logo for Esphorzo - image 5 - student project">
SKETCHES
<img srcset="https://static.skillshare.com/cdn-cgi/image/quality=80,width=600,format=auto/uploads/project/c1bd39b9b186cc95541d63a6bbdbf174/475fcf86 600w, https://static.skillshare.com/cdn-cgi/image/quality=80,width=1000,format=auto/uploads/project/c1bd39b9b186cc95541d63a6bbdbf174/475fcf86 1000w" sizes="(max-width: 600px) 600px, 100vw" src="https://static.skillshare.com/cdn-cgi/image/quality=80,width=1000,format=auto/uploads/project/c1bd39b9b186cc95541d63a6bbdbf174/475fcf86" loading="lazy" alt="Logo for Esphorzo - image 6 - student project">
<img srcset="https://static.skillshare.com/cdn-cgi/image/quality=80,width=600,format=auto/uploads/project/c1bd39b9b186cc95541d63a6bbdbf174/645fbcfb 600w, https://static.skillshare.com/cdn-cgi/image/quality=80,width=1000,format=auto/uploads/project/c1bd39b9b186cc95541d63a6bbdbf174/645fbcfb 1000w" sizes="(max-width: 600px) 600px, 100vw" src="https://static.skillshare.com/cdn-cgi/image/quality=80,width=1000,format=auto/uploads/project/c1bd39b9b186cc95541d63a6bbdbf174/645fbcfb" loading="lazy" alt="Logo for Esphorzo - image 7 - student project">
<img srcset="https://static.skillshare.com/cdn-cgi/image/quality=80,width=600,format=auto/uploads/project/c1bd39b9b186cc95541d63a6bbdbf174/2e26c0d9 600w, https://static.skillshare.com/cdn-cgi/image/quality=80,width=1000,format=auto/uploads/project/c1bd39b9b186cc95541d63a6bbdbf174/2e26c0d9 1000w" sizes="(max-width: 600px) 600px, 100vw" src="https://static.skillshare.com/cdn-cgi/image/quality=80,width=1000,format=auto/uploads/project/c1bd39b9b186cc95541d63a6bbdbf174/2e26c0d9" loading="lazy" alt="Logo for Esphorzo - image 8 - student project">
<img srcset="https://static.skillshare.com/cdn-cgi/image/quality=80,width=600,format=auto/uploads/project/c1bd39b9b186cc95541d63a6bbdbf174/651c386f 600w, https://static.skillshare.com/cdn-cgi/image/quality=80,width=1000,format=auto/uploads/project/c1bd39b9b186cc95541d63a6bbdbf174/651c386f 1000w" sizes="(max-width: 600px) 600px, 100vw" src="https://static.skillshare.com/cdn-cgi/image/quality=80,width=1000,format=auto/uploads/project/c1bd39b9b186cc95541d63a6bbdbf174/651c386f" loading="lazy" alt="Logo for Esphorzo - image 9 - student project">
<img srcset="https://static.skillshare.com/cdn-cgi/image/quality=80,width=600,format=auto/uploads/project/c1bd39b9b186cc95541d63a6bbdbf174/52317eda 600w, https://static.skillshare.com/cdn-cgi/image/quality=80,width=1000,format=auto/uploads/project/c1bd39b9b186cc95541d63a6bbdbf174/52317eda 1000w" sizes="(max-width: 600px) 600px, 100vw" src="https://static.skillshare.com/cdn-cgi/image/quality=80,width=1000,format=auto/uploads/project/c1bd39b9b186cc95541d63a6bbdbf174/52317eda" loading="lazy" alt="Logo for Esphorzo - image 10 - student project">
<img srcset="https://static.skillshare.com/cdn-cgi/image/quality=80,width=600,format=auto/uploads/project/c1bd39b9b186cc95541d63a6bbdbf174/4d07ef54 600w, https://static.skillshare.com/cdn-cgi/image/quality=80,width=1000,format=auto/uploads/project/c1bd39b9b186cc95541d63a6bbdbf174/4d07ef54 1000w" sizes="(max-width: 600px) 600px, 100vw" src="https://static.skillshare.com/cdn-cgi/image/quality=80,width=1000,format=auto/uploads/project/c1bd39b9b186cc95541d63a6bbdbf174/4d07ef54" loading="lazy" alt="Logo for Esphorzo - image 11 - student project">
PLAYING WITH FONTS
<img srcset="https://static.skillshare.com/uploads/project/c1bd39b9b186cc95541d63a6bbdbf174/06d2f31c 600w, https://static.skillshare.com/uploads/project/c1bd39b9b186cc95541d63a6bbdbf174/06d2f31c 1000w" sizes="(max-width: 600px) 600px, 100vw" src="https://static.skillshare.com/uploads/project/c1bd39b9b186cc95541d63a6bbdbf174/06d2f31c" loading="lazy" alt="Logo for Esphorzo - image 12 - student project">
<img srcset="https://static.skillshare.com/uploads/project/c1bd39b9b186cc95541d63a6bbdbf174/ac7dace9 600w, https://static.skillshare.com/uploads/project/c1bd39b9b186cc95541d63a6bbdbf174/ac7dace9 1000w" sizes="(max-width: 600px) 600px, 100vw" src="https://static.skillshare.com/uploads/project/c1bd39b9b186cc95541d63a6bbdbf174/ac7dace9" loading="lazy" alt="Logo for Esphorzo - image 13 - student project">
<img srcset="https://static.skillshare.com/uploads/project/c1bd39b9b186cc95541d63a6bbdbf174/73cddbd1 600w, https://static.skillshare.com/uploads/project/c1bd39b9b186cc95541d63a6bbdbf174/73cddbd1 1000w" sizes="(max-width: 600px) 600px, 100vw" src="https://static.skillshare.com/uploads/project/c1bd39b9b186cc95541d63a6bbdbf174/73cddbd1" loading="lazy" alt="Logo for Esphorzo - image 14 - student project">

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