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Brief from client 

They wanted a simple blue logo. Brand identity is blending old school with new school.

Its a simple modern mechanic logo

9 Comments

CAMOBAP's picture
47 pencils
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Ditch " ABC " part and " O ". Shift a symbol to the left behind " T " and you're done.

Shawali's picture
1380 pencils
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Sorry, but I don't see anything "old school" or "new school", whatever that means. It's just a very bland, simplistic and quite boring logo. Do not confuse "simple" with "simplistic". You can spend hours upon hours to make a simple logo, while a simplistic one will be done in 10 min.

Is it me or the symbol is a bit blurry, as if it wasn't vector?

Bariqo's picture
20 pencils
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The colors do not match. The wrench looks like it's making a reversed "E" against the blue circle. Maybe ditch the "O" in Auto and replace it with the blue circle but keep it complete circle.

Also there is nothing old school about this logo. If anything the blue circle used by IT and app companies says its modern, very modern.

CAMOBAP's picture
47 pencils
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Another way to salvage this one for a sake of reversed " e " could be to ditch a circle around a wrench head/partial handle, make a wrench head/partial handle solid. Handle use as top bar of " T " in " AUTO " And then bring "AU " next to " T ". " ABC " cubes could find a space somewhere, too...

macquiabelic's picture
1 pencil
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Find two typefaces to help you invoke two periods in time, with that, both schools join the group.

Helvetica is an all time typo, that don't help.
Bold and light affect color visualization.

Onestoptekshop's picture
10 pencils

Any suggestions for font I was thinking using the old thin cadillac cursive for the auto and keep the ABC bold like it is

CAMOBAP's picture
47 pencils
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Not a bad idea... Try it and see how it will work together first.

Todd Merrick Novak's picture
1 pencil

I disagree with Shawali. Overall I like the logo. It's simple and clean and it clearly communicates what you're selling. I think that Helvetica works here. Designers tend to hate it but it has its time and place. You could try using another clean sans-serif fond like Arial or Futura and see how that works out but I think you're on the right track. I wouldn't overdo your logo. This is for customers not designers and this does its job nicely.

I have a couple of suggestions but you'll have to try them to see how they work. It's clear that the logo is for someone who works with tools. But you could try putting treats on the circle so that it looks like a tire. Be cautious with that though because if it's not done right it could just look tacky. You also might want to consider condensing the Auto type which is narrow and widening the ABC which is bold. The other thing you could try is making the Auto another color to give it some contrast, not unlike the mediabistro logo below. But unless you picked the right colors that could go wrong so be thoughtful about it. You could possible size down the tool piece at the end but until I saw that I wouldn't know if that would help the balance or hurt it.

Overall, I think it's solid.

Onestoptekshop's picture
10 pencils

When i get a chance i'll try some of those out and post new versions

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