Logo Redesign

IcarusAeon

New Member
Hampshire Environmental Services wish to rebrand as HES due to the addition of extra services and planned expansion and growth. They wanted a logo which maintained visual consistency with the previous design, but offered a bolder, more energetic image.

Existing Design
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To deliver on this brief we created a new, distinctive mark based upon conceptualised elements of the expanded services:
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The elements abstracted into this new mark include a tick (to symbolise success and quality), an excavator machine arm and bucket (flipped to maintain the tick motif), and a conceptualised version of asbestos fibres viewed through the field of a phase contrast microscope.
The mark was also modified to include a reference to the winged helmet of the Greek God Hermes, in order to create a subtle connotation of transition, growth and the concept of delivery.

New Design
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Feedback will be very welcome. Thank You!
 
Really like it, very "bold" (literally) and contemporary. A good job incorporating the other features in to a single shape too.
 

stuartluff

New Member
Im not sure what the comment about kerning was and as the image is not displaying in your second I would guess it was about the space between e and s? If not I would move the S away from the E so that the top curve of the S is the same width apart as the gap between H and E as a minimum, it may need a little more.
 

Dave L

Well-Known Member
I'm not personally a fan of the 'show your work' approach; a logo either stands up in its own right or it doesn't. I guess people work in different ways and the logo's fine as far as it goes but I find talk of a rigorous thought procees involving heavy plant, asbestos fibres and Mercury to be a bit of a turn-off, if I'm honest.
 
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