[stupid dog]

Is the anything that could be done with this logo while still keeping the idenity in tact?

This is my brother-in-laws business. Years ago, his brother, a programer, not a designer, threw this up for him. Arial Black and a lame swoosh. Now, of course, it's all his products, advertising, etc..

It is just so lame! Does anybody have any ideas how this can modernized even a bit while still keeping the same overlook. I've tried some things, just throwing this out.

see: Pacific Performance Engineering, Diesel Performance Technolgies that's his logo. Red block around white letters

this is the new site I'm working on with the new logo treatment - but I still don't like it that much.

Pacific Performance Engineering - Diesel Specialists

[Herr Kurm]

Actually it isnt that bad

[datahound]

prefer the original, its solid, thats what diesel is.

[stupid dog]

OK, maybe it's just me. It's so blocky, and the swoosh, especialy if you see it on the side of a truck, looks, quite frankly, like a guys unit after he's finished with the missus, if you know what I mean....

[steveb]

There's nothing wrong with the logo. It's not a prize winner but it's not offensive. What you've done with it in your update is fine. Don't forget other people aren't as utterly sick of seeing it as you are! Stupid Dog should watch something other than Earl.

[joey]

Yeah, the original isn't bad at all.

[andyf]

It's simple and sweet if you have designed any please post here so that we can vote for it and you can then decide to replace it or not?

[D856C]

The question was "...anything that could be done with this logo while still keeping the idenity in tact?"

First, the logo probably works for identity purposes. Why? Because if you don't look at it like a designer, it isn't a swoosh.

.....It's a road or highway going off into the distance.

The only way to do what was implied in the original post is to see how many customers even identify the mark with anything, let alone a company. If forty people can't identify the logo or attach it with a company, that's your clue there isn't a business identity.

Many marketing people have conducted tests which indicate people recognize packaging and logo design and can identify the product. Smash a coke bottle and a high percentage of people can identify the product name from the pieces. When P&G tests product packaging like Tide, it cuts up the front of the box and scrambles the pieces ....then asks target consumers if they can identify what the product is.

That is a business identity. Most companies today aren't building business identities, they are designing business camouflage.

Guess what? If you give 20 customers and 20 potential customers the name of the company and fifteen logos, how many match the right company name with this mark?

That's a business identity because it's what the customer identifies the company with that matters. Identities happen 1% in PhotoShop and 99% in the customer's mind.

Therefore, it is impossible (literally not possible) to have designers judge the mark purely on the basis of business identity. Yes, they may have opinions on their own personal aesthetic. That's not business identity, that's personal preference.

There is only one way to alter this while maintaining identity. And that would be to strengthen the idea of a roadway. This might be achieved by suggesting a vanishing point and horizon. Tricky but doable. And testable.

[mirekulous]

what if you had the swoosh a bit higher/ not on the same base line as the wordmark.. it'd create more dynamic mark... set it on the same baseline as the middle bar of the E