European Masonry Logo Critique 5

Jun 09, 2009 / Erik Peterson
European Masonry Logo Critique Logo

European Masonry Logo Critique

Erik, of Quick Productions, submitted this logo he did for his client, European Masonry. He had this to say about the design,

“This is the first logo design I have ever really been involved with. The client came to me looking for a website, and also mentioned they needed a logo so I thought I would give it a shot.”
“...The company specializes in stone and brick work. The left logo was the first submission which they really liked, but the company had printed brochures and believed it would be too hard to read so they asked for a second version, which is the right logo. For the 2nd logo I went with a really smooth font to try and keep that ‘fancy’ feel but also make it more readable. I chose different size blocks and colors to help represent how stone structures can look, and to also separate it from other logos. A lot of the masonry logos I've seen all have some sort of brick and a trowel which I wanted to steer away from.”

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 Principals

This critique will focus on the design on the right since this is the one the client chose. I think the concept of using bricks or stones for a mason’s logo works well and is a pleasant departure from the expected. There are some technical aspects that need to be addressed. The stroke around the bricks is too strong. It competes with the black stroke around the letters, which by the way, should probably be removed. The stroke on the letters make an already delicate font even thinner, thus reducing readability. Of course removing the stroke from the letters is going to create a new problem. The white isn’t going to have enough contrast against the yellow bricks. Have you explored alternate versions of the bricks? What if they were rougher, or looked like stones or bricks as opposed to more rounded paver look?

Question for the readers

please respond in the comments below

What would you do to make the letters stand out from the bricks if the stroke is removed?

Functionality / Versatility

Reducing the size of this logo too far will create some readability problems. Mainly in the letters that make up the word ‘European’. The combination of the heavy outside stroke on the bricks and the stroke around the letters are already competing for the viewers attention. If you reduce the size of the logo, the white space of the letterforms is just going to fill in and look really bad.

Does the Logo Work for the Audience?

The logo says brick pavers to me. This could be based on my location. Being in Southwest Florida, brick pavers are common for driveways and lanais. Many companies specialize in paver work but don’t do general masonry work. I’m not sure if the logo would have that effect in the geographic area that it is used in, but I thought it was worthwhile to mention since European Masonry offers far more services than brick paver work. The round shape and coloring of the bricks contributes to this impression. Ultimately, it’s not bad thing that I see pavers, unless the company doesn’t want to focus/specialize in that type of work.

Question for the readers

please respond in the comments below

What do you see when you look at the logo, does it communicate masonry in general or something more specific to you?

Typography

The typography shows your lack of training in logo design. There are gaping holes between letters and inconsistent spacing throughout. This shows up in both the spacing between the bricks and in the word ‘masonry’.

European Masonry Typography Comments

The Trajan typeface cap and small cap heights are only slightly different. This makes for an awkward height change in the word ‘Masonry’. Consider removing the cap ‘M’ and replacing it with a matching small cap (notice the cap ‘M’ is removed from the improved version above).

The contrast within the bricks and the type over them isn’t intense enough. And letters that make up the word ‘European’ are too large for the bricks they are on. The letters feel compressed and uncomfortable. Have you considered some alternate fonts? Perhaps a typeface that is more uniform in weight could increase the legibility.

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. Adjust the kerning between the letters of ‘Masonry’. Also adjust the spacing between the bricks that make up the word ‘European’.
  2. Remove the stroke around the letters for the word ‘European’ . This will help the readability somewhat. However, if you switch to a stronger more uniform typeface you could improve the readability even more.
  3. Lighten the stroke around the bricks or maybe even do away with it altogether. It shouldn’t be competing for the viewers attention.
  4. Think about and explore the shapes and textures that make up the bricks. Keep in mind you need strong contrast in order to make the letters that sit on top of the bricks readable.

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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5 Comments so far. Keep 'em Coming.

#1

By Quick Productions

06.09.2009 at 05:34 PM

Quick Productions Profile Image

Thanks so much for the critique! In honesty this helps show how new I am to logo design, but I’m excited to play around with your suggestions and see what comes of it. In all, very nice work and I look forward to hearing what others have to say as well. Thanks again for your input.

#2

By Tom Okeefe

06.09.2009 at 05:46 PM

Tom Okeefe Profile Image

along with what Erik pointed out. The one thing that pops to mind is making the bricks interesting enough that if needed could be used without type in as a branded element to the logo and could be used on printed material as a design. Also maybe adding other bricks without letters could be interesting. I thought the best way to attempt explaining I put together a quick example. The font used is FPO and only to relay the concept. It’s just a thought.

http://www.logocritiques.com/images/uploads/comment_images/euroMason_con.jpg

Best,
Tom

#3

By Tom Okeefe

06.09.2009 at 06:11 PM

Tom Okeefe Profile Image

Forgot to add:
What would you do to make the letters stand out from the bricks if the stroke is removed?

Picking a different type would help and also giving more room around each letter within the bricks can help.

#4

By Mario De Kauwe

06.11.2009 at 04:08 PM

Mario De Kauwe Profile Image

Good review!

I like the brick concept. good start on that!!
But execution needs to improve just like Erik pointed out.

The shape of the bricks needs to be improve. because at the moment the ‘bent’ left and right sides of the bricks doesn’t seem to fit together.

Answering the question: What would you do to make the letters stand out from the bricks if the stroke is removed?

Change the font. Preferably a nice san-serif font.
Get rid of the strokes around the lettering.
try using the name out side the bricks to see if works. Because im worried how legible it will be when it come to using it in a small size eg: visiting card

Overall : For the very first logo, this is a good start because the concept is good.

But execution needs improvement.

#5

By Granite cladding

10.20.2010 at 10:29 AM

Granite cladding Profile Image

You have all inspired me to focus on providing more informative and resource type link building posts in the
future, so stay tuned for more soon.


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