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Brand redesign for the Tensor Group

Brief from client 

The starting point of the project consists of the design of a new brand for the Tensioner Group.

After a merger of two companies went on to act as CIVILOG in which you can view below the final design of the project.

What do you think of this new design?

1 Comments

xKillswitch's picture
424 pencils
Idea
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Symbol
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Typography
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Colors
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I don't understand the significance behind what is yellow and what is left blue. I also don't understand the choice of color, since yellow is a difficult color to use properly in logo design, you'll likely need to use it on a white background sooner or later. That's a huge visual clash. Also, the symbol lacks purpose to me. I see a hidden "i" and "G", but nowhere in the brand name do these letters seem to matter. Is there another brand we should know about?

Beyond that, I'm not too excited about this. I sense a certain amount of planning and sketching, but it falls really flat to me. The font is awkward because A) It's slanted, and slanted text is hard to use well, and B) the gap between the V and I is distracting.

Lots of questions are raised here, which tells me the logo doesn't communicate the company well enough, and fails to capture the essence of what it's about. I'd take some time to resolve some of these questions, or perhaps explain what your thought process is.

Good luck.

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