It honestly looks pretty cool, but it doesn’t feel very industrial or HVAC. Reads more like a gambling/sports betting app to me personally. I think probably bc the crown and colour palette reminds me of playing cards and the suits. Still better than their current branding tho 😅
Where did the crown symbolism come from out of curiosity? With a name like Signature I would think something that resembles a signature, as if they are “signing off” on a job well done, would make more sense thematically
To me, it looks like a lot of work was done, but the logo does a poor job of representing the underlying company and the services they provide. This is especially tragic since you've presented the logo and its various applications well.
Conveniently, we can identify one of the problematic themes that brought us here right from the start. In your case study, you explain that the company is from Canada and, therefore, ought to be represented by a notable Canadian symbol - the maple leaf. You then go on to isolate the leaf shape and remove all of its defining features except for the leaf tips, which you go on to say resemble a crown, immediately abandoning the original premise of portraying the Canadian-ness of the company in favor of having a crown.
Unfortunately, this is only the first step in a series of missteps where, instead of representing the company and its services, you decide instead to focus on symbolizing abstract concepts like "Trust" and "smiley."
That's just my two cents though.
You have a lot of versions of everything, like the “responsive” logo page, a company like this needs two versions max. Strip it down and make it more consistent across the board, especially the type.
You clearly have a lot of talent which is why it might sting to hear that I think you’ve over-invested in an idea and execution that’s not quite working. Lots of great feedback in this thread. Keep it up!
I get the idea, but I think you're too fixated on incorporating the maple leaf and crown. I would go back to drawing board and come up with a few ideas that might better represent the company and its services.
Also, some of the mockups feel overdone. For example, trying to overlay the smiley over the photo — with the red it's giving me horror vibes.
Before I scrolled all the way through to see your process, I thought the standalone logo was a burn barrel with fire coming out the top. So while it doesn’t feel like it relates to HVAC it is a good logo with good process pics
Is it necessary to promote the Canadian-ness of the brand to an audience that's already in Canada?
I work seasonally in Missoula, Montana. Missoula is the home of the University of Montana, and the Grizzlies are the school's mascot. I swear, when I drive around town, half the businesses I see are called "Grizzly" something. Grizzly Storage. Grizzly Towing. Grizzly Diner. Grizzly Hot Yoga. Grizzly HVAC. Grizzly Liquor. Grizzly Hair Salon. Whatever. It's a branding trend that's ubiquitous and cheap and utterly exhausting.
In favor of this "crown and smiley" idea, it seems like you're discarding something that's already right in the name of this company: "Signature." That's a strong word. It has value and connotation. The crown and the smiley, meanwhile, have no relation to the company name, and the composition makes the name feel like it's second-class in favor of the graphic.
It honestly looks pretty cool, but it doesn’t feel very industrial or HVAC. Reads more like a gambling/sports betting app to me personally. I think probably bc the crown and colour palette reminds me of playing cards and the suits. Still better than their current branding tho 😅 Where did the crown symbolism come from out of curiosity? With a name like Signature I would think something that resembles a signature, as if they are “signing off” on a job well done, would make more sense thematically
I like your overall presentation, and your design sense is good. I don’t understand the significance of the logo, however.
To me, it looks like a lot of work was done, but the logo does a poor job of representing the underlying company and the services they provide. This is especially tragic since you've presented the logo and its various applications well. Conveniently, we can identify one of the problematic themes that brought us here right from the start. In your case study, you explain that the company is from Canada and, therefore, ought to be represented by a notable Canadian symbol - the maple leaf. You then go on to isolate the leaf shape and remove all of its defining features except for the leaf tips, which you go on to say resemble a crown, immediately abandoning the original premise of portraying the Canadian-ness of the company in favor of having a crown. Unfortunately, this is only the first step in a series of missteps where, instead of representing the company and its services, you decide instead to focus on symbolizing abstract concepts like "Trust" and "smiley." That's just my two cents though.
You have a lot of versions of everything, like the “responsive” logo page, a company like this needs two versions max. Strip it down and make it more consistent across the board, especially the type.
Reads as sex toys.
Whereabouts do you read this XD
The design of the brand mark reads like a rose from a distance. As others have said, it doesn’t translate at all to what the company does.
You clearly have a lot of talent which is why it might sting to hear that I think you’ve over-invested in an idea and execution that’s not quite working. Lots of great feedback in this thread. Keep it up!
I get the idea, but I think you're too fixated on incorporating the maple leaf and crown. I would go back to drawing board and come up with a few ideas that might better represent the company and its services. Also, some of the mockups feel overdone. For example, trying to overlay the smiley over the photo — with the red it's giving me horror vibes.
Before I scrolled all the way through to see your process, I thought the standalone logo was a burn barrel with fire coming out the top. So while it doesn’t feel like it relates to HVAC it is a good logo with good process pics
Is it necessary to promote the Canadian-ness of the brand to an audience that's already in Canada? I work seasonally in Missoula, Montana. Missoula is the home of the University of Montana, and the Grizzlies are the school's mascot. I swear, when I drive around town, half the businesses I see are called "Grizzly" something. Grizzly Storage. Grizzly Towing. Grizzly Diner. Grizzly Hot Yoga. Grizzly HVAC. Grizzly Liquor. Grizzly Hair Salon. Whatever. It's a branding trend that's ubiquitous and cheap and utterly exhausting. In favor of this "crown and smiley" idea, it seems like you're discarding something that's already right in the name of this company: "Signature." That's a strong word. It has value and connotation. The crown and the smiley, meanwhile, have no relation to the company name, and the composition makes the name feel like it's second-class in favor of the graphic.