Bay View Builders 21

Mar 01, 2009 / Erik Peterson
Bay View Builders Logo

Bay View Builders

Bay View Builders allowed us to critique their logo. The following critique is based on one designer's opinions and experience.

Let me start by saying, I'm sure the original designer had good intentions. The logo, while needing some work, does at least communicate that Bay View Builders does most likely build residential homes.

Design Principals

Let's start by talking about the overall design of the logo. Visually, the logo appears ready to tip over to the left. The stair stepped typography and the open white space in the lower left contribute to this problem.

Bay View Builders Logo Dissection

One way to help solve this might be to put the type all on one line beneath the illustration. This might also help the balance between the two items (type & icon) because the type would likely need to come down in size. The type comes across very bold and heavy in contrast to the light weight lines of the illustration, thus creating two very separate items. The colors also contribute to this problem of separation. Another thing that I find distracting is the black circle of the sun. This draws the views eye away from the business name which is not ideal.

Functionality / Versatility

From a functional standpoint the logo is definitely legible, however at small sizes the light weight lines of the illustration could become problematic. The logo is two color which will work well for reproduction.

Does the Logo Work for the Audience?

After taking a quick look at the company's website, I can see they do carpentry, new home construction, remodeling and additions for residential customers. The samples in their portfolio look fairly high-end which leads me to believe their customers would be middle to upper-class home owners looking for quality, professional builders to meet their remodeling or home construction needs. I'm don't believe the logo does a good job of communicating with that group of people. As a matter I fact, I think the logo comes across cheap and unprofessional looking. While a logo is usually not the sole reason someone does business with you it can, and often does, play a part in the process.


I think it's fair to say this logo is not very unique. The typography is pretty standard and looks as though it was just typed on the page. The illustration looks like cheap clip art. In my opinion the color palette could also be improved.

I think some more sophisticated deeper tones may help to portray higher quality, more professional and a less generic looking brand.

Bay View Builders Logo Dissection

Take the color palette above for example. These blue and green tones reflect the ocean and come across much more sophisticated than the current color palette.

Blue may well be a good color to work with because of the 'Bay' reference in the name, but there other hues of blue besides what is available in the standard Microsoft Word® color palette, which is how this hue comes across to me.


The chosen typeface for this logo may not be the best choice. The rounded and bloated letters don't really tie well to construction. Choosing a typeface that has cleaner lines may be a better fit. Something that can help portray stability and quality might be a good approach.

Possible Improvements

So what is the best way to improve the logo? Well I think have made some comments above that can certainly help. So, here's a list of actionable items.

  1. Find a way to get the type and illustration working together and bring some balance to them. Consider ways to get the two items integrated with each other. Also think about the relationship between the line weight of the type and the illustration.
  2. Improve the illustration or consider eliminating it all together. Consider alternate imagery as well that ties in with your business (tools, materials, etc.)
  3. Choose a typeface that represents the business (quality, professional, solid, sturdy, etc.)
  4. Explore some color options/combinations to find something more unique to create a pleasing contrast.
  5. Remember the logo should work in black and white and in various sizes. Keep that in mind as you work on any revisions you may choose to make.

I hope you have found the above information useful. My intention is not to hurt feelings, but rather to offer constructive feedback and critique. Best of luck.

I appreciate & 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

21 Comments so far. Keep 'em Coming.


By Myles

03.09.2009 at 02:07 PM

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I think this logo is not well balanced. At a quick glance it doesn’t make a lasting impression. The font choice isn’t great either.


By Franziska

03.09.2009 at 06:14 PM

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Wow, a very in-depth first article. I agree with each and every thing you said :-]
Very good tips for improvement, too and imho your tone is very constructive!


By mark nyquist

03.10.2009 at 03:27 PM

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As a well versed graphic designer you have explained the faults of the bay view builders logo very well.  As you said, you have viewed their website and determined the client base of bay view builders to be upper middle class home owners.  That being said this is the foundation of my constructive criticism.
The representation of the architecture could be more sophisticated.  Instead of a ‘stick figure’ house, more detail could be added to the drawing lending a better understanding of the companies abilities and quality of work.  There are two structures in the logo. One is clearly a house and the other is not clearly represented.  Without being mean, I think the other looks like a large toilet.
My suggestion is to have just one structure on the logo.  By doing this more detail can be added to the structure in turn representing better the quality of work bay view builders is capable of.
I hope my opinion is well received as I am just trying to help.


By cover letter builder

08.26.2009 at 04:21 PM

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This is all so interesting. I had always believed that it was ultimately just a matter of opinions and personal likings but feels nice to learn that there is a procedure to this creativity as well.


By game rules

07.17.2016 at 05:49 PM game rules Profile Image

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Thank you, very great article.


By John

03.12.2019 at 12:11 PM

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By Skycap Loans

05.21.2019 at 03:37 AM

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By Jessica Brown

11.19.2019 at 02:35 AM

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It is quite essential to have your Business or Brand identity quite identical with rest of your website’s over all design, look and feel. As a logo designer from NursingEssays which provides
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By annabailey

02.01.2020 at 05:18 AM

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By Jack Carps

02.01.2020 at 03:32 PM

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I love building logos and have been interested in what makes it a good logo vs a bad logo. I have to say, this has opened my eyes to the technical aspects to logo creation and now I need to go through every critique so I can use it with my own logo creation. Good stuff and thank you for the valuable critique information. I just built my logo for Keys Carpentry. Click Here


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04.13.2020 at 02:25 PM

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By Thor

04.21.2020 at 11:20 PM

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Looks very outdated. Not real impressed. drywall contractor


By Hayden

12.26.2020 at 02:21 AM

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Great site! We’ve recently been through the same arduous process in designing a suitable logo for our fencing business Buderim Fence Company. In the end, we’ve learnt that spending too much time on logo design is probably not the best use of our time (sales, marketing and developing systems was more productive). As long as the logo portrays a reasonable level of professionalism, it’s all good smile


By George

04.05.2021 at 01:09 AM

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This logo definitely needed a bit of work, but done is always better than perfect. A great list of recommendations provided in the critique. Hope the new logo turned out well.
George from All Sorts Of Jobs


By Owen Thatcher

04.09.2021 at 05:46 AM

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Nice logo! Is there a way where I can also request a logo for my hood cleaning biz?


By sabina snow

05.06.2021 at 07:42 AM

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Advertising plays a very important role, the visual design of the brand, the logo, this is what causes the customer the first unforgettable impression of your company. Therefore, your analysis is quite constructive and relevant. I am also fond of imageology, I have time for it thanks to cooperation with


By Todd Mussen

05.25.2021 at 04:02 AM

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Apologies, however, I hope this logo was improved upon in the end. This logo does not do this building company justice. Hope a better design was decided upon.

Todd from Mackay Handyman Pros


By sheppa chambe

01.09.2022 at 11:14 PM

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By Quest Words

03.14.2022 at 09:02 AM

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This is very helpful, thanks for sharing!

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By Joanne

06.15.2022 at 03:37 AM

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This logo is very simple. For me, it needs a little improvement, especially with the fonts and color just like what we did in our site. But thank you for sharing this interesting article!

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