Hello All, I am in the process of refreshing the brand identity of the company I work for. It is a small company, based in the UK, we design medical devices predominantly for use in the developing world. The products are simple and effective solutions to a variety of areas in the medical field. As the main designer I am responsible for the product design as well as the literature, graphics and soon-to-start web design. With the refresh, I want to create an identity that is recognisable in its own right. We have a core product that already has a strong ID all of its own, but it and a group of other products (which have a graphic ID based on the first) fall under the umbrella of the company brand. I want to be able to place the two together and for them to not look out of place. So I am concentrating on the logo at the current time and would like some criticism from people in the field who are conversant with what makes a 'sound' logo. I want to use the logo as a vehicle for future literature and the structure of the website and its style, so it is important that I 'get it right' and can present and propose the change to the directors with confidence. Having a professional forum's advice and/or support/credence would without doubt lend significant weight to the project. I have experimented with 'negative space' in the second concept. The logo needs to be clear and precise on products of varying sizes, some of which are transparent, so the balance of ink to clear space is important I feel. Please be as honest as possible as I am keen to learn about this area of graphic design and hopefully develop the potential of the brand using sensible but intelligent design. Logo Design - a set on Flickr Many thanks for reading the post, and I look forward to your comments.