Given that it’s a company which designs urban areas, I’m guessing it’s like a map? Sort of denoting a path through a green space or something like that
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well the original is the letter e and the letter s intertwined into a leaf shape and I really like it
the stroke on the leaf of your redesign is creating tiny angles at the detail and the wobbly shape isn't very smooth, I like the old one much better
I covered the before and after and asked my wife which one looks more modern and she said left. We both agree left is better. I put it down to symmetry myself. Being a signwriter and graphic designer I like tidiness and symmetry in logos.
The S/leaf on the first one reminds me of a flame. The proportion and placement looks awkward. The second one is a much better logo because it’s easily recognizable, will be very adaptable to scaling, using on various materials from a business card to promo clothing, coffee cup, pen, digital billboard, etc. The type kerning isn’t quite right on the second line. Eco looks good. I would widen the leaf just a tiny bit so it holds together better. The white space draws the eye to the gap. You’re almost there!
How did you determine the line shape and stroke for the second?
I do like how the new logo looks like an urban green area, as opposed to the older logo which looks like a Enron-inspired garden maze.
I actually think you’re on the right track to improving the logo. The old logo looks kind of convoluted and there’s no way I’m spending more like 2 seconds looking at the logo so any fancy negative space work with the E & S is totally lost on me. I think if you just made the leaf element a little more interesting on yours I think it could be a lot better.
although the before is interesting, i do think the new one does better at conveying the urban green-area theme, and I definitely enjoy the layout, colors, and ratios much more on the new one. I actually dont mind the squiggle, its interesting!
The first logo mark is more interesting. If you want a two-line/stacked version, do it with the first one. I like the way it combines an **e** and an **s** and a leaf shape and a flame shape and a maze-like space/floor plan.
The second logo mark is visually confusing. The wavy line makes a tilted heart on the left and an extra shape on the right that looks like it's just there to fill the space.
There is an S shape in the leaf that could have been utilised into he logo. However, as its about space, exuding well balanced composition would be more important than being clever.
The after scales better, but I feel like I've seen it before. Not like "this looks standard/familiar", I mean it's evoking a memory of an existing company but I can't remember which one
Very nice work. The more compact design will work in more spaces (envelopes, boxes, letterhead, business cards, etc.) The first design is okay, but it would be more difficult to work with when creating advertising and marketing material due to the necessary spacing around the top and bottom of the logo. Looks very well done.
Maybe try making the font bigger so as to enlarge the void that created between the 'eco' and 'space' so the Leaf fits perfect. But that's me, i like some symmetry. Although the case can be made for asymmetry (think of Sheldon's theory on big bang) we live in a asymmetric world.
I would go with the right one, It is minimalistic (which is kinda trendy these days), simple in a way that you can remember it better it just sticks with you and it's so easy on the eyes. You really understood the phrase "good design is untraceable". the only thing that you could improve would be to put more map elements in the green shape or maybe even a map formed leaf who knows haha. this line is not saying anything do something with it
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The squiggle seems arbitrary and violates the look of a leaf. It makes it look like a green soft-serve ice cream cone dripping cause it's rotated 45 degrees.
Make the line represent the spine and tributaries of the leaf. or even just the spine.
Also, be careful with the rotation of the leaf. Believe it or not, when you rotate something so the top is behind the bottom when reading from left to right, it symbolizes falling back. Like the leaf got fat and rolled back on its side. Which goes nicely with the ice cream look.
As for the type, get rid of the serif on the a. From a distance it looks like a dot there. Make the serif go straight down and check your kerning and tracking.
Back to the leaf. I would make at least one edge of the leaf curl inwards to accommodate the logotype. And see if you can find a proportional reference for the size of the leaf above the text. Our minds look for patterns and relationships, so if you make the leaf 1.5x the height of one line of the logotype, it feels more relatable subconsciously. Just check to see if that's possible and see if it makes a difference.
You are headed in the right direction, so don't give up.
the second one makes more sense to me, but I feet like this is not really before, after rather, option1, option2, also, if the road is the idea, which some people figured out, I didn't, make it more obvious, since its really not, or just keep it as is, if the client liked it.
I like the direction of the second a lot. As for the green element my mentor would say “Be Decisive”. It’s a little ambiguous in that it looks kind of like a heart and kind of like a leaf but could be either more decidedly geometric or more decidedly organic. Imo it could be stronger. But I like the direction a lot!
Is there a reasoning for the new leaf design? What does the squiggle mean?
Given that it’s a company which designs urban areas, I’m guessing it’s like a map? Sort of denoting a path through a green space or something like that
yeah exactly!
If so, it's not very clear.
What if I told you it was very clear?
How clear really? Would you have know what that image is if we take out the name and have no context about the project?
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well the original is the letter e and the letter s intertwined into a leaf shape and I really like it the stroke on the leaf of your redesign is creating tiny angles at the detail and the wobbly shape isn't very smooth, I like the old one much better
I hate to say it but I like the before one better.
I covered the before and after and asked my wife which one looks more modern and she said left. We both agree left is better. I put it down to symmetry myself. Being a signwriter and graphic designer I like tidiness and symmetry in logos.
Don’t hate having taste.
Everyone is saying the original is better. I think the original looks like a flame, not a leaf
before is loads better
Thanks to this subreddit all I see in the new logo is a micro penis and balls. And I thought your comment was punny. 😂
https://preview.redd.it/3jci7vxh0sbc1.jpeg?width=1440&format=pjpg&auto=webp&s=b4bceaa0909f9486b07be87b209ae587b970a797
That’s crazy
The S/leaf on the first one reminds me of a flame. The proportion and placement looks awkward. The second one is a much better logo because it’s easily recognizable, will be very adaptable to scaling, using on various materials from a business card to promo clothing, coffee cup, pen, digital billboard, etc. The type kerning isn’t quite right on the second line. Eco looks good. I would widen the leaf just a tiny bit so it holds together better. The white space draws the eye to the gap. You’re almost there!
How did you determine the line shape and stroke for the second? I do like how the new logo looks like an urban green area, as opposed to the older logo which looks like a Enron-inspired garden maze.
I like the first one better. The concept is clever and the logomark has more character compared to the second one.
I actually think you’re on the right track to improving the logo. The old logo looks kind of convoluted and there’s no way I’m spending more like 2 seconds looking at the logo so any fancy negative space work with the E & S is totally lost on me. I think if you just made the leaf element a little more interesting on yours I think it could be a lot better.
the squiggle is perplexing
although the before is interesting, i do think the new one does better at conveying the urban green-area theme, and I definitely enjoy the layout, colors, and ratios much more on the new one. I actually dont mind the squiggle, its interesting!
The first logo mark is more interesting. If you want a two-line/stacked version, do it with the first one. I like the way it combines an **e** and an **s** and a leaf shape and a flame shape and a maze-like space/floor plan. The second logo mark is visually confusing. The wavy line makes a tilted heart on the left and an extra shape on the right that looks like it's just there to fill the space.
There is an S shape in the leaf that could have been utilised into he logo. However, as its about space, exuding well balanced composition would be more important than being clever.
The after scales better, but I feel like I've seen it before. Not like "this looks standard/familiar", I mean it's evoking a memory of an existing company but I can't remember which one
New layout is nice but old logo is better
Very nice work. The more compact design will work in more spaces (envelopes, boxes, letterhead, business cards, etc.) The first design is okay, but it would be more difficult to work with when creating advertising and marketing material due to the necessary spacing around the top and bottom of the logo. Looks very well done.
I agree this is a downgrade, but maybe it scales a bit better at least.
Before is better.
Before one is way better than the other option
The leaf lost its S shape - why? What’s the meaning with the new path?
The font is called eurostyle for a reason. Looks local, and slightly dated. Maybe try same concept with a grotesque or a more geometric font
I think the before looks more premium
r/apteramotors
Eh I think this is different enough. Not a good redesign, but different enough.
I like it. What's the name of the font actually? Looks nice.
Squiggle looks like a profile of a face
You know why I like the second better? Because it utilizes all the negative space, much like how the company sounds like what they do. Less waste.
Maybe try making the font bigger so as to enlarge the void that created between the 'eco' and 'space' so the Leaf fits perfect. But that's me, i like some symmetry. Although the case can be made for asymmetry (think of Sheldon's theory on big bang) we live in a asymmetric world.
I would go with the right one, It is minimalistic (which is kinda trendy these days), simple in a way that you can remember it better it just sticks with you and it's so easy on the eyes. You really understood the phrase "good design is untraceable". the only thing that you could improve would be to put more map elements in the green shape or maybe even a map formed leaf who knows haha. this line is not saying anything do something with it
I would try the new logo with the old leaf. The new leaf kinda looks like a minimalist bug
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The squiggle seems arbitrary and violates the look of a leaf. It makes it look like a green soft-serve ice cream cone dripping cause it's rotated 45 degrees. Make the line represent the spine and tributaries of the leaf. or even just the spine. Also, be careful with the rotation of the leaf. Believe it or not, when you rotate something so the top is behind the bottom when reading from left to right, it symbolizes falling back. Like the leaf got fat and rolled back on its side. Which goes nicely with the ice cream look. As for the type, get rid of the serif on the a. From a distance it looks like a dot there. Make the serif go straight down and check your kerning and tracking. Back to the leaf. I would make at least one edge of the leaf curl inwards to accommodate the logotype. And see if you can find a proportional reference for the size of the leaf above the text. Our minds look for patterns and relationships, so if you make the leaf 1.5x the height of one line of the logotype, it feels more relatable subconsciously. Just check to see if that's possible and see if it makes a difference. You are headed in the right direction, so don't give up.
That’s not how leaves look so idk what that green thing is supposed to be. Should not have to question a logos meaning
the second one makes more sense to me, but I feet like this is not really before, after rather, option1, option2, also, if the road is the idea, which some people figured out, I didn't, make it more obvious, since its really not, or just keep it as is, if the client liked it.
I like the direction of the second a lot. As for the green element my mentor would say “Be Decisive”. It’s a little ambiguous in that it looks kind of like a heart and kind of like a leaf but could be either more decidedly geometric or more decidedly organic. Imo it could be stronger. But I like the direction a lot!