[elementdesign]

Not sure about any of you but I have the hardest time designing anything for my own company. I was never happy with the original logo and now since I'm entering a new phase with my business, I decided to revisit some of brand materials. Any comments, suggestions or digs are welcome.

Thanks.

**EDIT**
Inline photo since my 15th post.

[bluesage]

I prefer the 2nd one. It stands out (at least to me).

As I dont know what services, products etc.. to offer, its hard to give you better advice on the logo.

why a leaf ? might be something people will ponder.

[elementdesign]

I didn't want to give any background as I'm more looking for a gut reaction. But I think I should expand:

I've been in business as a freelance front-end web developer and print graphic designer for 6+ years. I legally formed my company 3 years ago and have been doing well since. I'm now expanding to a formal office (separate - outside of my home) and will be hopefully staffing 2-3 people this year.

The leaf comes from me, personally, being as "green" as possible and want to portray that within my company. I was taught at a young age (early '80's) to conserve energy, respect nature and to create the smallest footprint possible. Though as hippie as it sounds, it's now becoming trendy. Luckily for me too I guess .

From the clients I've asked about my current brand presence, I've been receiving responses that my logo is a bit too rigid and doesn't portray the "softness" represented in my work. But I also get responses telling me that I'm a forceful, yet honest, partner in the projects. I've also been described as deliberate. So I'm trying to portray that in a logo and brand identity. I'm honestly close to contracting another (non-competing) firm to do this for me. Like I tell my clients, "you're too into your own business to see it from an outside view".

I want to re-work the leaf. I'm not 100% on it. Maybe even turn the whole "i" into a stem and leaf. I feel the type is deliberate enough to stand alone but really want some iconography in there.

[Paddy]

It's tired and boring. Do something original.

[elementdesign]

Originally Posted by Paddy

It's tired and boring. Do something original.

Tired an boring to the design community or to the general public? Will it hurt or help my company image?

[foolfodder]

I prefer the second one, but I think that there might be a danger that it looks like a garden design company.

[Coops]

What's a leaf got to do with design?

[JonoMarshall]

Element? -> Earth? -> Leaf? -> Green company?

Looks fairly decorative at the moment, but that could be the gradients (which personally aren't my thing)... it's not horrible and looks professional/subtle, but it's also quite forgettable?

I'd do some more ideas focussing on form and how to say "green" without being clichéd, etc?

[Coops]

Tenuous.

[yugu]

I prefer the 2nd one.

[Maerk]

It looks fine visually... Start again without leaves or grads. The little two leaf addition is done to death.

[Paddy]

Originally Posted by elementdesign

Tired an boring to the design community or to the general public? Will it hurt or help my company image?

Tired and boring to everyone. And you'll look like a thousand other companies with similar logos.

[elementdesign]

Originally Posted by foolfodder

I prefer the second one, but I think that there might be a danger that it looks like a garden design company.

Good call, didn't even think of that.

Originally Posted by JonoMarshall

Element? -> Earth? -> Leaf? -> Green company?

Spot on.

Originally Posted by JonoMarshall

Looks fairly decorative at the moment, but that could be the gradients (which personally aren't my thing)... it's not horrible and looks professional/subtle, but it's also quite forgettable?

I'd do some more ideas focussing on form and how to say "green" without being clichéd, etc?

I originally started with the symbols representing elements, whether the Table of Elements or natural elements. And I obviously don't want to use the first 2 letters of the name (ed) as I don't want to remind people of their erectile disfunction.

I want to keep it simple and even a little ambiguous. Though this goes against everything I've learned about brand management, I'm not sure where exactly the company is going. I want something we can grow (pun intended) into.

I agree the leaf is well-done and cliche. Unfortunately this was due to other designers rationalizing a leaf for Bob's Law Firm to soften it up. I hesitated quite a few times before deciding on the leaf but for me, it fits. I'm thinking I'll axe the small leaf and re-work the larger one. There's something about it that doesn't sit right with me.

Originally Posted by Paddy

And you'll look like a thousand other companies with similar logos.

Agreed. However, we're thinking like designers and not like consumers. Nothing is ever original as it is almost always inspired by others. This has its benefits. Provided consumers have viewed other logos with leaves in a positive way, you suddenly have instant credibility. I know this line of thinking borders immoral practices but it is a line of thinking. Not necessarily the one I'm going to choose.

I started with a swoosh but it didn't seem to fit. (kidding)

Thanks for the feedback. I agree with just about everything everyone said so think I'll have another couple goes at it before handing it off to someone else. Just think I'm a little into my own head.

[Maerk]

Fair dos, but for extra hammering of point home:

(You know I didn't think google would give me a link this fast but: )
Logotrend 2007: Leaves | Graphics | Smashing Magazine