looking through this morning, there are many designs that are very simple and that is good, but some are so simple that when you take the name for the company away, the logo looses it meaning, or loses any punch it had.
We want the logo to be able to stand alone. It must have sufficient boldness to do this. The written company name will confirm what the logo says (if that is needed).
We want the company to be more than just "MacCormick" which is why the acronym MA or MAA is being chosen. One day we will just be 'MA' or 'MAA' and not Maccormick & Associates Architects.
Also, ideally, we want the logo to be able to be made into a stamp so that we can stamp hand drawn drawings as much of what we present to clients is still hand drawn sketches.
confirming again, we want to avoid literal connections with architecture. We are looking for things which are more poetic and can be read on other levels apart from some sort of representation of 3D form or architecture.
Architecture is about the idea, the interaction between clients, about the following through with the idea so that it is read by the occupant over time. The best ideas in archietcure are often those which you do not notice first up and take time to discover.The logo should also reveal itself slowly to our clients. If it is two esoteric, however, they will not get it at all and it ends up with no meaning. Your logos should aim to find the right balance here.
Introducing the NON-LITERAL graphical idea of 2 people (entities)coming together somehow to create architecture is something we like.
Also, please do not make too much of the 'M'. It must be bark of the whole and subtle. Anything which celebrates one letter is looking like a superhero emblem.
Anything with an OBVIOUS graphical link to architecture, drafting, or buildings is just too brash and too unsophisticated. It will be eliminated without comment. Subtle and well considered logos which can have MORE THAN ONE MEANING are the ones we will like most.
Please steer away from any flowery or cursive text, any circular text. Text must be simple, subtle and not over power the logo. The logo should ideally be able to STAND ALONE without the company name text. The logo will be used on drawings and as a stamp or sticker for drawings. When done so, the company name will not take pride of place. We don't want it to as one day the practice will be run by others, not me. I am eliminating without comment anything which is flowery or too ornate.
Some organic form inherent in the logo can work well but definitely 'no wilful decoration' with NIKE like swishes or swirls.
Please also steer away from any obvious representation of a building in either 3D or 2D from. If it is very subtle it will add to the logo. If it is obvious, my sophisticated clientèle will think we are not as creative as we are. Simple, elegant, not flashy, sophisticated, not overtly obvious.
Also we are warming more to the proposals which do not look like mountains, or make too much use of the 45 / 60 degree lines that make up the letters of M and A. If the logo is contained in a square / rectangle, they will be easier to work with at our end later and will work better with an ink stamp.
Any colour should be block colour, no shading. Will your design work in black and white first before it works in colour?
simple text font for name, nothing flowery.
No sweeping curves like a NIKE logo even if our architecture has some curves.
NO SHADING on the logo. Shading would be best achieved with line spacing - NO AIR brushing please.
Nothing that looks like a building please
Clients are generally tertiary educated, generally run their own businesses, bankers, lawyers. Age: 40 - 65. location : Sydney
Keen to develop the an acronym of MA or MAA, but the name MacCormick & Associates Architects must appear with the acronym.
It would be good to explore the idea of the eye tracing over logo. Our architecture encourages the person to trace over and around the space and onto the next space
It can explore the Japanese concept of MA - the space between.
We also want to be able to use it as an ink stamp for drawings, but this is not essential
Our stand-in website maccormickarchitects.com.au has some our work on it. We will be updating the website once we have a logo sorted.
No gimmicky things please