We are a husband and wife design firm that specializes in computer aided drafting (CAD) for material goods. Our bread and butter is going to be jewelry. We don't want the logo to scream jewelry though because we want people to associate it with other goods like sun glass frames, key chains, phone cases, ect. We are based in the mountains of Colorado near Aspen and our target market is upper middle class to private jet owners.
We prefer very readable type, no fancy scroll lettering please.
If you choose to use initials we would prefer if they flow well together and don't get crowded and jumbled up. They can be played against each other but a little space can let them stand out. The initials can also have a tendency to create sharp edges and outlines which can be ok in moderation but can quickly become overpowering.
We leave the color choice to you. If color is used please keep in mind that it will have to work in black and white as well for things like reliefs and stampings.
One thing we noticed is that with the initials S and M placed vertically it can come across as Superman. While we think Superman is a swell guy we don't think it helps our logo to remind people of his.
A couple of questions that we will ask ourselves when evaluating designs are:
Can we visualize this on the top of an engagement ring box?
Can we incorporate this logo on the temple of a pair of men's or women's sunglasses?
While we are using state of the art technology to create our goods at the end of the day every item we make is finished by hand and delivered in person. It is a very personal field, think about handing someone a ring you have created that they are then going to take to their partner and ask them to spend the rest of their life with them. The logo needs to have a touch of something personal, it can't be overly cold or callous.
A couple of things that we have noticed since we have received some designs.
We don't want the design overpowered with really sharp angles. The M can naturally do this so we want something softer than a trio of arrow tips.
We don't like it when one letter overpowers the other. It makes it feel unbalanced. On the same note we don't like it when the letters are chopped up or really stretched out.
Several logos were very good but didn't fit our luxury goods market. It needs to have some grace and class.
Some logos have a lot of vertical flow, taking your eyes up and down through the logo. We find that we are more drawn to designs that have a nice horizontal flow. This applies to the logo part only, it is ok to put the name below the logo.
Any logo will have to stand by itself in branding without the name accompanying it. They can play off each other but need to hold up on their own as well.
The most difficult part of the logo for us is balancing it to gender neutral to very slightly feminine. Anything too far on either side it putting us off. This logo and brand will represent both of us to both genders. We know this is a challenging thing to hit but it is important to us.
We will be using some part of the logo to stamp the inside of jewelry pieces. If the lines are really thin it won't show up.
We love clean and clever designs. We think you are pretty clean and clever too!
Give us your best shot, we greatly appreciate your time and input.