Go Green Fishing Lights Logo Design Critique
Shane submitted this logo for Go Green Fishing Lights and left the following commentary.
The logo is for a new company developing underwater lighting for docks, river ways, and deep sea fishing. The lights attract big game fish. The client wanted a simplistic logo with clean lines and somewhat contemporary feel to it. They wanted a marlin or swordfish to represent the brand because it is a big game fish with a fair amount of symbolism behind it. The lights employ a specially designed gas that attracts fish and burns brightly using electronic ballasts (opposed to the common magnetic ballasts). This is a market I have never worked for, so its very different for me. There are two major competitors with a color scheme of black and neon green (both of which the client wanted). The competitions logos are also relatively abstract. So far they like the marlin/swordfish coming from the right moving to the left. I prefer it on the left moving over the type towards the right... the flow feels better, but, hey, its their choice!
The following critique is based on one designers opinion and experience. I always appreciate the readers thoughts as well. So, Ill ask a question of two in the critique, please share your perspective in the comments at the end of this logo design critique.
I wanted to start off this critique by showing the logo of the competition that Shane was kind enough to provide. As you can see, the combination green and black is popular in this industry.
I also wanted to show a couple of the variations on the Go Green Fishing LIghts logo that Shane has shared with me.
I prefer the version at the top of this critique with the swordfish starting on the left and pointing to the right. Visually the eye flows over it better. When the fish is on the right, it goes against the grain (right to left) while the viewer reads left to right. In terms of typography, I prefer the contrasting fonts, color and size of the version at the beginning of the critique.
Question for the readers
please respond in the comments below
What do you think of the Go Green Fishing LIghts logo in comparison to the competitors logos? What version of the Go Green works best in your opinion?
Functionality / Versatility
Shanes logo is clean and bold. It will work well as one or two color and in many applications. The same cannot be said for most of the competition logos shown above. I noticed the original version at the top of this critique actually has a mouth and slightly thicker line before the transition into the sword. While the mouth is a small detail that may cause some problems in certain applications, it seems to add more character and life to the swordfish. Maybe theres a way to slightly rework the fish and maintain the general feel of the original.
Does the Logo Work for the Audience?
The logo communicates the concepts of big game fish and fishing well. However, nothing communicates the concept of light from a visual perspective which makes me wonder about the size relationship between Go Green and Fishing Lights. If fishing lights had more prominence than Go Green it might be more immediately apparent to the viewer that this company makes fishing lights as opposed to offering some kind of eco friendly service or product. Im guessing there is nothing eco friendly about the product since Shane hadnt mentioned it.
To be truly unique among the competition I think the Go Green Fishing Lights logo would have to abandon the green color that appears to be the industry norm. Unfortunately, it sounds like the client has made this a requirement in your design. Perhaps, experimenting with other shades of green that are further away from the competitions color palettes could be an option.
Question for the readers
please respond in the comments below
How would you try and differentiate this color palette from the competition? Would you abandon green altogether or just find other means of differentiation?
Im not sure if it is intentional or not, but the s in lights extends beyond the right edge of the text above. I would suggest pulling the text back into alignment with the right edge of the text above.
Designing a logo for yourself or own business is one of the hardest logo designs youll 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. Heres a list of actionable items.
- Refine the fish a little more. It appears as though you may have been moving away from the version with the mouth, possibly for simplification purposes, but I think you have lost some of the character of the original fish in the process.
- Continue to work with the color palette. Explore other shades of green (perhaps less saturated) as well as other secondary colors. I would also work on some options that dont include the color green to see if it works and then present them to your client.
- Adjust the alignment of the fishing lights text so that it is inline with the text above.
- The company name presents a tough situation where viewers may perceive the company as a green or eco friendly company. Its not a bad thing by any means, but if it doesnt apply to the product or company it may confuse some people.
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 dont 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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