Edu submitted this logo for a personal graphic design company called “e happy design”. Along with the logo, the following description about the company was included,

“The logo tries to describe the company’s identity: a very “happy” company, but also serious. I’ve chosen that typography because I think it’s strong, and reflects what I want, a serious but “happy” company”

The following critique is based on one designers opinion and experience. I will ask a question or two during the critique and would love to hear your thoughts in the comments section.

Design Principals

Even though the “e happy design” logo is only type, excluding the eyes within the letter ‘e’, there is an awful lot to take in and understand. The happy face in the ‘e’ reminds me of Walmart or The Watchmen. I’m not sure it’s appropriate for your design company. I think there is a more creative (not so overused) way to communicate the ‘happiness’ you want this logo to show. The descenders from the word ‘happy’ intersect the letters below in rather unpleasant and unrefined way. I also don’t see any reason for the period. What is it for?

Functionality / Versatility

The logo is simple and two color which works well for most reproduction (print, online, trinkets, etc). It should work fine in greyscale as well. Lastly, the mark should scale nicely, although at the smallest sizes the small eyes may get lost.

Does the Logo Work for the Audience?

I think the typeface does have a ‘serious’ tone to it, which achieves one of your goals. The only element that communicates ‘happy’ isn’t doing a great job at it, and like I said before is a little cliché. I think it’s worth exploring some other concepts that convey the serious but happy feel you are looking for.

Uniqueness

The logo is unique in appearance with it’s strange choice of spacing, but the smiley face definitely is not unique. The smiley face shows up all over the place and I think a design company ought to use something more creative and original.

Typography

The typography in the logo could use some work. The intersection of the descenders from the word ‘happy’ with the letters below is visually distracting.

Also take a closer look at your kerning. One example is the kerning between the double ‘p’s. They should be closer together. With the strange spacing between the ‘d’ and ‘s’, the ‘e’ becomes a focal point in the logo. However the weight and scale of that ‘e’ doesn’t look or feel correct. I’ll also mention the random period at the end of the logo. It’s not needed and is a visual distraction for the viewer.

Possible Improvements

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.

Overall, I think you have a good start on the logo design. The logo does communicate the seriousness you intended 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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