William Dyrcz Attorney at Law
Andy submitted this logo he is working on for William Dyrcz Attorney at Law. As I understand it, this law firm specializes in real estate planning and tax laws.
This logo falls under the monogram category, meaning its only the initials of the company. In most cases, the monogram would show all the initials of the company (WDAL). In this case we are just looking at the W & D. There is also no other text displayed with this monogram, which hurts this implementation greatly.
Im going to assume this is only a rough version of what Andy intends the logo to be. It is obvious the mark was drawn by hand and colored with marker. This would never suffice as final art. I also want to mention, the version that was submitted isn't an exact circle (close but not quite). Either make the mark within an exact circle or make it obvious that it wasnt supposed to be a circle. As it stands now, it looks like a mistake.
Overall the concept is creative and interesting to look at, however its nearly impossible to get an idea of who the company is, or what they do by only seeing this mark. After some looking, the viewer might make the connection to real estate and possibly decipher the W & D. On its own, comprehension of this mark is just too much of a stretch for a viewer. Something as simple as adding the full company name in text below, next to, or around the monogram would be a vast improvement. I would also say, its important that the full name be part of the logo so that it gets used consistently across all media.
Functionality / Versatility
This monogram is fairly functional, in the sense that it will scale up or down relatively well. The actual letters in the monogram could get a little thin at small sizes though, since they are narrower than the exterior circle. As mentioned previously, the mark is not functional from a comprehension/legibility standpoint.
Does the Logo Work for the Audience?
At this point of the design process, I dont see the logo really working for the audience. The obvious major issue gets back to the interpretation of the mark from the viewers perspective. If the viewer cant understand what business the logo represents we have a major problem. The whole idea of a logo is to communicate with the viewer and create something that resonates and is memorable. One thing Andy has done to try and speak to the audience, is to bring the concept of real estate through shape of a house reflected in the W. This area needs some work because the W becomes rather tough to decipher.
This mark is a deviation from what Im used to seeing form law firms, which is good if the company wants to be set apart from the competition. It might be nice to bring some color into the mark when refining it.
I would recommend deeper, more saturated colors to show sophistication and class.
Take the color palette above for example. These greys, browns, red and yellow feel sophisticated and established. While I'm not recommending these exact colors, they are merely and example of what I'm suggesting you think about.
The color palette you choose can also help to set the company apart from the competition. For example, if your main competitor is UPS, you wouldn't want to choose brown as your main brand color.
In the way of typography, theres not much to look at. The hand drawn letters definitely thirst for refinement and consistency which will come, I assume, when the mark is refined further on the computer.
So what is the best way to improve the logo? Well I think have made some comments above that can certainly offer some direction. So, heres a list of actionable items.
- First and foremost, clean up the mark. Get it into Illustrator and redraw it with consistent line weights and exact shapes. When doing so, look at the weight of the exterior circle as compared to the weight of the letters in the monogram. Currently, the outer circle is heavier than the letterforms giving it more emphasis instead of the letters.
- Consider adding the full company name to the logo for consistency and legibility reasons.
- Refine the form and shape of the monogram to better communicate the letters W & D.
- Play with variations on how to bring the iconography into the mark, since it seems to be making the W hard to decipher.
- Experiment with color. Develop a palette for the brand and use it to help build the brand and to set it apart from the competition.
I hope you have found the above information useful. My intention is not to hurt feelings, but rather to offer constructive feedback and critique. Best of luck, to you Andy.
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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