KBH integra PAC
Buncreative | Fri, 12/02/2011 - 15:03
Brief from client
An audit & accountant firm
The pendulum has been chosen to be the logo element, because it embodies consistency, objectivity and accuracy. It is for these very characteristics that the pendulum was once regarded the world's most accurate timekeeping technology.
The corporate logo not only incorporates this but also brings the imagery of a Newton's cradle to mind, which demonstrates conservation of momentum and energy. It signifies the client's mission: Through proficiency, precision and professionalism, we deliver a quality audit in the most efficient manner.
3 Comments
I tend to disagree with your definition of 'pendulum' and what it stands for.
I will just quote a simple dictionary definition:
pendulum |ˈpenjələm, ˈpendyə-|
noun
a weight hung from a fixed point so that it can swing freely backward and forward, esp. a rod with a weight at the end that regulates the mechanism of a clock.
pendulum
• used to refer to the tendency of a situation to oscillate between one extreme and another: the pendulum of fashion.
If you wanted to create Newton's cradle, your image definitely cannot be interpreted as one so it looks like you failed. As for 'world's most accurate timekeeping technology'.... maybe in the 19th century, definitely not in the 21st.
Your graphic mark looks more like some balls, confined in a round sacks, hanging freely.
I somehow don't think your CPA clients will be delighted with this imagery.
Typography is pretty traditional and I suppose this could work for CPA types but the whole composition just looks pretty mediocre, nothing really memorable or authentic here.
I think you definitely need to trash this, get a better idea and start over.
Sorry, but this is not working. The symbol doesn't read as a pendulum to me. And why 3 of them? Is there a reason? If not, stick with one and work on the execution. ( you did mention Newton's cradle... but I would stick with one and make it clear, rather than a confusing mix of the two). A pendulum swings... right now yours looks like it was caught in the spotlight while not working... but I had to read the brief to know what it was to get there. I realize this is for an accounting firm.. boring.. but you still want to make something that is memorable.
A lot of people don't know about the Newton's Cradle, so you'll have to explain your logo a lot of times. We know about abacuses, which by the way are very useful when it come to counting things.
Anyway, this logo doesn't bring imagery of a Newton's cradle to my mind.