Many times clients come to me with logos in need of a little TLC. If a logo has passed into usage, it can be difficult to change because of the investment already made in printing or desigin other collateral. However, sometimes a logo design really does need a tweak before I will attempt to work with it, especially when a client is investing in a new round of collateral or web design. Sometimes a small tweak can go a long way, even if it's very subtle. See if you can figure out which is the before and after. Here we have 2 versions. While a new design was not an option, a subtle tweak was agreeable and warmly received. One just "feels more right"...
3 comments:
I don't come from a disciplined design background, so let's see what the layman says...
Hmm, I'm guessing the first one is the "after." It feels a little lighter.
Hi Chris: Actually it's the second. The "S" in the first one is in the "one of these is not like the others" category! The "S" is from a different weight of the same font. The K and E are from a Heavy face and the S is from a Bold face. For some reason, the original designer chose to mix the fonts. Also, they stretched the Y height. To top it off, the kerning (space between the letters) one the first one between the S and the E is just a little odd, which only seems to attract attention to the oddness of that S. Take a good look at both of them and you'll see that your eye just seems to settle down more when looking at the second one. For my eye, anyway!
I am also opting for the second logo as being the corrected version. I agree that the font was mismatched in the first. Also the gradient is much smoother and blends uniformly with the effect that the "sun" should create.
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