EyeCare Specialties Logo Critique

Nic submitted this logo for EyeCare Specialties. He left the following comment about his work.

“This logo design is part of a larger re-branding of the company including its website (soon to come). We are limited to using the current logo’s ‘shape’ (see website). Overall we would like the mark to have a liquid - or - soft feel. Thusly, we have been working with watercolor as the basis of the new mark.”

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 logo is a vast improvement over the previous logo. The mark has a fresh and soft feel to it which fits the look Nic was trying to achieve. The color choice is revitalizing and spa-like. Overall the mark is off to great start. Still, there are some alignment issues that could benefit from some slight adjustment.

After shifting ‘specialties’ slightly back to the right, the vertical alinement should be addressed. Try aligning vertically to the bottom of the ‘y’. I would likely choose to align the top of the x-height to the bottom of the descender on the ‘y’, which means you’d only have to shift it slightly downward. The placement of the registered mark is awkward. It should be placed inside the grid of the letterforms or outside. I circled the opaque shapes hiding the ‘e’ crossbars as well. Those definitely need to be fixed.

Functionality / Versatility

There are some areas of the mark that get particularly light in color. The circular shape representing the iris of the eye is a good example. Perhaps a slightly darker hue will improve its visibility.

Does the Logo Work for the Audience?

The logo expresses the concept of eye care plainly to the audience. It’s immediately obvious to the viewer that the company deals in the eye care industry. The type is clear and legible. I wouldn’t say the logo is particularly memorable or unique, but it does have a certain fluidity or softness about it that is visually pleasing.

Uniqueness

This logo isn’t incredibly unique, but that’s probably okay. The use of the eye icon is pretty common among eye care logos, as you might imagine, but it also very recognizable to the viewer.

Typography

The type is very clean and modern feeling. I like the treatment on the crossbars of the large lowercase ‘e’ within ‘Eye’ and ‘Care’. Opening the crossbar creates an openness within the letterforms that ties in well the rest of the logo. I did notice the you have only covered the letterforms with a opaque shape at this point. Make sure you convert your type into outlines in Adobe Illustrator and adjust the crossbars when making the final version.

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.

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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