11th Hour
obvs | Mon, 07/07/2014 - 23:49
Brief from client
new logo for branding company (signs / apparel / digital print / websites). Must look modern, fresh and vibrant. Prestige without looking expensive. Existing premises is painted purple - work with that but not necessary as a primary option.
this company specialises in refreshing the brand identity of existing small businesses. The best things are done in the 11th hour.
The 'O' is an obvious choice as a clock/timer with the 'hand' marking the 11th hour.
Is it easy to read to fresh eyes?
2 Comments
I've modified since posting option1.
I usually advise against this type of thing, but I read "the 11th hour" right away. It may not be the case for others, though.
But globally this too complicated. Either keep the rocket symbol with a properly spelled text or remove it all together. Tough I don't really see the connection between the concept and a rocket.
You also so do not need these parenthesis.
Globally, keep it simple. Don't play with the size of the characters or merging them together, it will only complicate things.