Logo and Brand Help (potentially image heavy)

[Sam.]

Some of you may remember that I am working for a small company, who are making effort to refresh their brand.

This started with a new website and has now moved onto a new Logo. The existing logo is strong, but does not translate well as a "mark", the script "H" alone does not stand up as a mark and cannot be printed easily, carved or engraved and remain recognisable. It is to this end that i have designed two new potential logos for the company.

The ethos of the company is friendly, modern, healthy, fresh and up to date, although the business is also very proud of it's farming heritage and the owners are fond of "modern heritage brands" (see Abercrombie, jack wills etc.). They sell fine foods, wine, gifts and also run a restaurant and butchers. It is to this end that a logo must be flexible enough to sit above any of these sections of the business and also be used on all stationary and such.

I have first included the current logo, and then two separate designs. The first being a logo based on crossed forks but including a modernised "h" and the second being an entirely modern logo, with a free form circle, in an attempt to appear relaxed with a nice clear font to show modernity. (i am worried this appears too childish and that the cross h one looks like a swastika)

I would greatly appreciate any suggestions. Due to the nature of creating logos as PDFs, and wanting to maintain the best res for you to see, they are quite large so I have thumbed them. (sorry for frustrating hosting)

Original


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Heritage


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Modern


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[zabnat]

Well, you are right. Heritage version really does look like a swastika. At least that was the first thing that came in my mind when I looked at it. Modern one, especially the white one, gives me kind of a modern day coffee shop feel. But I don't think it would fit very well on a bottle of fine wine. I'm really crap making logos so I'm sorry I don't have any suggestions for you.

[Anian]

Have you tried some simpler version of that old capital H (little bit italic, little variation in line thiickness) that could be inside (maybe even spill over at points) the circle from the "modern" version. The modern version looks nice but it just doesn't look like it was made/drawn by hand.

Or maybe something like this (although it might be better to somehow have 2 instead of 3 different fonts):


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[Shane 'ProgZmax' Stevens]

I think anian's edit gives it a bit of understated sophistication you're looking for, though I suppose you'd want to capitalize the 't' in 'the' as well.