Dar.eD Brothers

There are too many elements/devices here for the necessary information to be communicated. At first glance I was reading Bar.es Brothers., and kept changing my mind on what it said. Even after reading what it actually said, my mind was pulled in too many directions by the different elements hooking up with each other to display different words.

I think that you need to go back to the drawing board on this. the 'rother' font is not good at all. Not liking the Dar.ed font either, nor the B & S font.

Legibility is the main issue and getting this right is the difference between a successful and a failed logo, and in which case in it's current form is a complete fail. imo. ;)

impossible to read. I'm still trying to do it as a write right now. Is a difference between play with word and actually getting us in to fog...you just confused me.

Sometimes logos are best kept simple. when you received the paintshop file from the customer it would have been your duty to advise them against the logo and say this is unreadable,

sometimes the company name doesn't give you much chance to be creative and your stuck with starting with the very basics of laying out the name (like attached) and building up the creativity from there. see the progress from step 1 to step 3. To me the 2 capital D's make the whole thing look awful and out of place. so next stage is to keep all letters of dar.ed lowercase. looks more uniformed and together. then step 3. play with colours... now you have the basics start looking at how you can possibly link up the letters etc. Like i said sometimes simple really is beautiful.... hope this helps..