Idaho Film Project Logo Critique 29

Jun 25, 2009 / Erik Peterson

Categories: CritiquesOtherWebsite

Idaho Film Project Logo Critique Logo

Idaho Film Project Logo Critique

Troy submitted this logo that he has been working on for an Idaho Filmmaking community website. He left the following comment,

“This logo (a work in progress) is for an Idaho Filmmaking community website. Visitors to the site will be able to upload videos and critique them, connect with other filmmakers, buy and sell equipment, access a filmmaking FAQ and more.”

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

I really like the color palette choice. It has an earthy and modern feel. The blue background brings life and contrast. The problem I see is that it is pretty hard to decipher the monogram, at first I didn't even see the letters. I kept seeing plots of land similar to this Greenpeace Airplot logo.

Greenpeace Airplot - Logo Example

Airplot by Airside

It took some analysis for me to see the letters. I think one of the contributing factors was the large square periods after the ‘F’ and ‘P’ along with the repeating white verticals that break up the letterforms. By the way, why doesn’t the ‘i’ get a period and why is it lowercase? After finally “getting it” I have no problems seeing the letters.

Question for the readers

please respond in the comments below

Did you have the same initial impression from the logo? Or was it just me?

Functionality / Versatility

It sounds like the logo will mainly be used online. Which is mostly a good thing. I mean what would you do with the with type and borders if you didn’t have the blue background? I am concerned however, over the very thin typeface. When reduced in size for use on a website I can imagine Troy may see some issues with legibility. If the logo doesn’t get real small or there is an alternative lockup that allows for better legibility at small sizes this problem could be avoided.

Does the Logo Work for the Audience?

The logo says nothing to me about film or video. Based on my first impression I’m still thinking about farming or real estate. I’ll also point out that I don’t get a feel for community from the logo. If anything it is very structured and stagnant. The colors may be warm and inviting but the structure and hardness of the mark are in direct competition with that.

Question for the readers

please respond in the comments below

Do you think the logo works for filmmakers community website? What kind of impression does the logo leave you with?


As a whole the typography is good. The space around the ‘A’ in ‘Idaho’ could probably be tightened up a bit, but other than that I think you did a good job. The only other thing I want to throw out there is, did you experiment around at all with how the monogram was made up? Specifically, within the ‘F’ and ‘P’. I’m wondering if you ran the cross bars through horizontally, instead of breaking them with the vertical white border lines, if you’d make the letters more legible.

Idaho Film Project - Logo Alteration

The periods still bother me, but hopefully the general idea has come through. It’s worth mentioning that the monogram, sans words, says nothing about film or community.

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. Consider some alterations or perhaps alternative concepts for the logo that tie the concepts of film and community into the logo.
  2. Experiment more with the monogram, if you keep it, to make the letterforms more clear to the viewer.
  3. Consider how the logo would work if you didn’t have a blue background for it and make adjustments if needed.

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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We enjoy your comments

29 Comments so far. Keep 'em Coming.


By FBanczak

06.25.2009 at 03:41 PM

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I know I keep commenting but I love this blog! Troy, I really like your logo. I think the avenir or century gothic font you used resonates with me as being very appropriate for your logo. Although you’d definitely have to have a second version that has larger print/thicker print for different mediums (i.e. t-shirts). I like the block monogram but it is difficult to read but Erik’s version of it loses the modern touch that yours has. Perhaps if you wanted to incorporate the film aspect, you could encase the monogram in the cell of a film strip. But I would say the logo is very pleasing to me and as I final note i’ll just say there is an argument that a good logo doesn’t require an icon related to the business (but it can help). Nike’s logo & swoosh says nothing about shoes and clothing and many film studios (like Paramount) don’t try to incorporate film reels, directors chairs, or clapper boards in their logos. So it’s really about how the feeling of the logo and your branding represents what you’re all about but I don’t personally think that a logo HAS to include an icon of what your business does to capture your target audience. Really nice job


By Erik Peterson

06.25.2009 at 05:42 PM

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@FBanczak Thanks for your perspective. I agree that some monograms or icons may have nothing to do with the company itself, but that generally works best for large brands that are known by the public. Anyway, thanks for the comments, and keep them coming.


By Vassilis Mastorostergios

06.25.2009 at 06:42 PM

Vassilis Mastorostergios Profile Image

I like the logo very much. I also like Erik’s idea.

Call me crazy or whatever but I first read i d A h o on the logo and then iF.P. (took me some time and a hint from the article to read iFP to be honest)


By Vassilis Mastorostergios

06.25.2009 at 06:42 PM

Vassilis Mastorostergios Profile Image

Sorry to double post, just to explain the above pic is how I interpreted the logo into idAho


By Erik Peterson

06.25.2009 at 06:48 PM

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@Vassilis wow, I never saw those letters in the monogram and have no idea if Troy intended it. At any rate, interesting interpretation, thanks!


By Bullardino

06.26.2009 at 04:32 AM

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I didn’t see the letters at a first glance. I prefer yours, as per readability. But I think maybe it’d be better without the line in the middle of the P.


By Kirsten

06.26.2009 at 11:46 PM

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The color palette is wonderful; fresh, modern, sophisticated. I had trouble reading iFP and it could be because there is so much emphasis on the periods. Are they even necessary? But I’m assuming they are to help the characters mimic an abstracted film strip. Perhaps if they were in the same blue as the background, they would then receed instead of popping. The bright orange period should have more importance over the sandy beige P.

Nice work Troy, will be interested in seeing your final mark.


By carolina

01.13.2012 at 04:29 PM

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I saw the letters at first glance, but probably because I am working on a logo with similar concepts…


By Tim

02.07.2018 at 09:32 AM

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While I usually agree with most of the advice you give, I think, in this particular case, the original logo’s shapes are better than the ones you suggested. The letters don’t have to be too obvious, as long as you can find them. After all, without the actual title included, clear initials aren’t going to identify the brand any more than the shapes will, at least, not much. IFP could stand for anything… Also, with the altered logo you included, the periods stand out WAY more as periods, and are more bothersome, whereas, in the original logo, you can find them, but they can also feel more like shapes just to fill in space between other shapes. By forcing the other shapes into clear letters, you also force the squares into periods - not necessarily something you want to do. Another neat (I say neat, not crucial) thing about the original is that the shapes achieve perfect diagonal symmetry when rotated around (this is more obvious in black and white). That symmetry is lost in your suggestion. I’m not saying that symmetry is some magical qualifying factor, but it can be very effective when done right.


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