For my exam I chose to do a visual identity for a place that sells sandwiches. I've been spending much time on the logo, but now I don't know what I am refining anymore. I need someone else to look at it. I think I bit off more than I could do with this (no pun intended). I am happy about the robustness and sturdiness of the 'D'. I am not sure if I've made the 'W' too wide. I feel the 'C' is too narrow, the 'A' is perhaps too light and the 'S'...I don't know. Help!
Lol, no. I don't think we even have one around here where I live in Denmark.
If you stick with different size letters, consider making the hairlines all the same weight.
I agree with you that the S doesn't adhere to the overall square aesthetic. I think it would have been good if I had taken some time to describe the final look I was going for. Sometimes I get tunnel vision with these things that I only focus on the proportions—in this case, that is.
Yes, I was concerned that the hairlines would be even thinner when I scaled down the letters. It is something I will reconsider.
Harsh and aggressive? I've been wondering whether lessening the contrast could help on that. I think the high contrast may contribute to its sharpness.
Lol, damn it, you're right. I didn't see that.
Dette ser kjempefint ut. Elsker ny S! N/W går også veldig fint sammen. Jeg er litt usikker på tverrstreken i H/E. Den ser nå ut som den er sentrert geometrisk, men ikke justert for optikk. Om den bevisst er tenkt stående lavt, burde du 1: overdrive det, og 2: se deg om etter andre hulrom som kan forminskes/forstørres, slik at balansen i resten av bokstavene fremstår utformet etter samme prinsipp. Er forøvrig enig med tidligere kommentarer om at D/O/C/P trenger en litt større radius i buene.
Choose less formal and clean shapes. Make the forms more playful, move them up and down the vertical axis, round the edges. Look carefully at well established food logos. Sharp edges communicate cutting your mouth on them. The logo ITSELF has to make you drool. "I wanna bite a chunk out of this logo!"
Redo it all over again.
Too late to redo it all over again. Also, the logo was never intended to make you drool.
The S is much more convincing now.
Assymetry of inner spaces of N needs to be solved somehow.
I would probably raise the hor. bars of E and H.
Gaps between serifs and main stroke parts are still to different (S, W).
Some serifs look as beeing too small because of larger white-space surroundings (W, C).
Good luck with your exam!
The verticals read heavier than the other thicks, and thus especially the letters with two vertical stems (DHOP) seem too dark. (Compare HOPP to SAN.)
D could still use more disambiguation (SANOWICH).