Ron submitted his logo for Lone Turtle Illustration. He left the following commentary about his logo.

“The image of a turtle howling against the backdrop of a full moon is intended to express the humour that is at the core of what I do. The same is true for the name: Lone Turtle. The font (Wanted LETTS) mimics the stereotypical Wild West typography.”

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

Certainly a turtle howling at moon is comical and hints at your personality and style. As I have written before, a good logo should be a visual expression of the company it represents (See: What Makes a Great Logo Design). However, I do have some issues with the execution. First, the turtle is the most important part of mark since it sells the concept, yet it’s the smallest. I think it needs to be the focus of the illustration instead of the large brown rock. Second, color selection is somewhat dull and uninviting, it squashes some of the humor of the mark. Perhaps some more contrast in the palette may help. I’ve included a couple old western movie posters below that a bit more lively and have more contrast in their color palettes.

Finally, the type appears to be wedged into the rock without any room to breathe. Removing the type from rock will allow some more air around it and will take some of the visual emphasis off the rock shape.

Functionality / Versatility

Another drop shadow... Generally drop shadows are a bad idea for logos, this one included. It’s not enhancing the logo in any way and makes for all sorts of problems in reproduction. Sure it works fine on the web, but how about embroidered on a shirt, foil stamped on a notebook or on your office door? It can be argued that there are ways to make it work, but why even bother when it’s not enhancing the design.

Does the Logo Work for the Audience?

I think the logo lets your current and potential clients know right away who they are dealing with and what they can expect when working with you.

Uniqueness

I can’t say I ever come across a logo of a turtle howling at the moon. Definitely unique. The great thing is that it’s not unique for no reason. As mentioned before it fits your personality and the style of work you do. So great job at capturing that in your logo.

Typography

I think the typography is one of the biggest weak points in this logo. It feels squished into the rock shape with little breathing room. There’s nothing wrong with choosing a typeface that reflects the old western theme of the mark, but maybe the type doesn’t need to be squished into the rock. It could easily work below or beside the illustration.

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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