88 Gears Creative Logo Critique 52

Sep 25, 2009 / Erik Peterson
88 Gears Creative Logo Critique Logo

88 Gears Creative Logo Critique

Geri submitted this logo for a web hosting and design agency startup. She left the following commentary about the work.

“The outline around the eights represent gears. I wanted to merge the idea of gears with the number 88. This is a for a web host and design agency. We use gears to design ways to move and advance businesses.”

The following critique is based on one designer’s opinion and experience. I always appreciate the readers thoughts as well. So, I’ll ask a question of two in the critique, please share your perspective in the comments at the end of this logo design critique.

Design Principles

Geri’s logo for 88 Gears Creative has some interesting elements, but could benefit from some further refinement of the design. Overall, a more industrial and powerful look may fit better with the company name. What if the 8’s were made of gears rather than the gears being a background element? The circular nature of the numeral 8 is a natural fit for integrating the gear element right into the typography.

Question for the readers

please respond in the comments below

How do you feel about changing the 8’s so that they are made from gears? Should the mark have a more industrial feel to it?

Functionality / Versatility

The logo is 3-color and should reproduce fairly well. I’m concerned about loosing the gears and the word creative at smaller sizes. I also wonder if the red in the logo is really needed. It’s so similar to the orange that the two visually blend into one color. This isn’t a big deal on screen, but when it comes to print it’s often cheaper to print 2-color vs. 3-color. Which leads me to ask if it’s really worth it?

Does the Logo Work for the Audience?

The concept of gears business and design can work together. Gears have been used in motors and various mechanical devices for a very long time and are somewhat commonplace. I see gears to represent concepts of thinking (i.e., the gears are turning), power/propulsion and rotation. Thinking and idea generation are key to design while moving forward is an important part of business.


The 8’s bother me from a visual standpoint. They are too close to each other when factoring in the black containing shape.

88 Gears typography

I also would say the light grey stroke around the word ‘gears’ is probably unnecessary. You really don’t notice it unless you look really close and at small sizes it would just disappear all together. If anything it makes your type look soft and slightly blurry, neither of which contribute positive attributes for your logo. The letterspacing of ‘gears’ is cumbersome. So much air between a compressed/condensed letterform doesn’t work well visually. This is especially visible between the ‘g’ and ‘e’.

Question for the readers

please respond in the comments below

How do you feel the typography could be improved in this logo?

Possible Improvements

Designing a logo for yourself or own business is one of the hardest logo designs you’ll ever work on. So what is the best way to improve the logo? Well I think have made some comments above that can certainly offer some direction. Here’s a list of actionable items.

  1. Correct the spacing surrounding the 8’s in ‘88’. In this case I think having consistent space on all sides would look best to the eye.
  2. Consider creating the 8’s out of gears rather then leaving them as background to the type. Perhaps all 4 gears that make up the 8’s could all be interacting with each other.
  3. Choose a new typeface for ‘gears’ or close down the letterspacing.
  4. Decide if 3 colors are really necessary for your logo. Maybe you could accomplish the same basic effect with just 2 colors.

Overall, I think you have a good start on the logo design. And with some refinement you can definitely improve it. Please know that my intention in critiquing your work is not to hurt feelings, but to offer constructive feedback. I hope it was helpful. Best of luck, to you!

I appreciate and welcome your comments, and look forward to hearing from you soon. I purposely don’t cover every possible improvement that can be made to this logo, so go for it if you think I missed anything. All I ask is that you keep your comments clean and appropriate.

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We enjoy your comments

52 Comments so far. Keep 'em Coming.


By Andrew Brynjulson

09.25.2009 at 01:32 PM

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I can agree on all fronts. Cannot stress the value of some level of simplicity in logo design. Simplicity does not mean boring. Even a one color logo can have dimension. I think you can achieve more visual depth by combining the 8’s and the gears and dropping a color.


By Monika Leigh

09.25.2009 at 02:17 PM

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I completely agree. I too thought “Why not make the 8s gears?”
This is a good preliminary design, but it needs more work.


By Geri Arnold

09.25.2009 at 08:01 PM

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Thank you! You guys are wonderful to take the time to help. I can’t tell you how much this means. I will work on the logo more.



By neha

09.25.2009 at 08:11 PM

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Totally agree on all the points mentioned but i would like to add a few things.
I feel the logo right now has 3 different elements - ‘88’ ‘gears’ and ‘creative’. One of the most important aspect of logo design is to create a unified form.
Making ‘88’ with different sizes of gears interacting with each other will definitely add dynamism, but along with that the typography should also integrated with the form.


By maflewdesigns

09.25.2009 at 08:31 PM

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The typography in this logo, should be improved by round letter. For example, the “g” to be made by 2 circles like the 88 and the other letters, the same, to be rounded. The typography should be in the same style as the logo, you can`t make a rounded logo and put a squary typo. The second word, “creative” should be smaller, without space between letters, not italic and positioned right after the “g” tail.


By ewadowsky

09.28.2009 at 04:00 AM

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I agree…upon first looking at the design I thought it was clever…but then I started to get a little bit of a ‘playful’ feel from it, something that wouldn’t be the way you would want to go with such a design.

One little thing I would do, other than the mentioned changes would be to slide the word ‘creative’ over to the left just a bit to line up with the left side of the ‘e’ in ‘gears’

Some things, like alignment and spacing, are so hard to spot when it is your own project; that’s why it’s so great to have a forum like this!


By imac

10.03.2009 at 04:25 AM

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This is a good logo design. thanks!


By Malik

05.26.2010 at 05:48 PM

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You could vertically staggery the 8s and get the full meshing of the gear effect.  Taht would look killaah


By Jules

08.03.2010 at 07:57 PM

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I would remove the gear effect off the outline and add them to the figure 8 but have them turning as gears interlock using flash. Stay with the black and white, as this reminds me of the 8 ball (winner) and add one more color for the gears. After three colors, printing starts to get expensive. I also agree with a previous comment. The “g” is gear needs to look like the 8.


By Logo Design Impressions

04.02.2012 at 07:07 PM

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Hello there.

This logo made me laugh, so I wrote the review for this logo design from my perspective.


By eMedicine

05.25.2012 at 10:51 AM

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How deep you work on 88 gear logo, amazing. Frankly speaking don’t like this logo, especially color scheme, why use red with orange? also your point is right about apacing around 8’s. good review really.


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11.27.2012 at 07:29 PM

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By Paul

06.29.2013 at 10:21 AM

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What if both circles in an 8 would be small gears that are connected to eachother, as if both (or maybe even all four) gears are actually ‘working’. Then you can even do this with only 2 colors.

Now the ‘teeth’ around the composition look a little bit like small LED lights, or even police-car flashlights. They don’t look like mechanical elements to me at least.


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