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Armorex

Brief from client 

My own practice. My portfolio is full of feminine projects so I need to masculine it up some. This is a brand for lawn care products (leaf blowers, mowers, weed killer, etc). The feel of the brand should have a masculine edge and be sleek as well as modern-ish. Going with the idea of the "backyard warrior"....taking control of your domain, reign over your lawn, ideas like these.

Ok since Armorex was getting feedback that it didn't sound like a good lawn care brand name I went with something more typical and generic. I'm still going for a tagline of "For Backyard Warriors" and having a power/strong theme running throughout. I think I can easily blend in the idea of durable products along with that theme. So the symbol is a throwing star (warrior weapon) and also references rotating blades cutting grass like in lawn mowers. I'm still wanting to go with blue to stand out against the greens and reds. I personally think I can make the blue work in a full identity. However, if you disagree I'd really like to know, but the reason has got to be something more than "Blue is medical". That's the whole point of using blue- to challenge myself to make the identity very clearly not medical, and to use a color that is not normally in this market category. Thanks guys!

3 Comments

jon_askill's picture
49 pencils

Firstly, I'd go green myself. You could always use a white version of the identity to contrast if needs be. Secondly, although I really do get your in-depth explanation of the backyard warrior thing, I think it has connotations of being too destructive. I think that you've used a process which has got you here which tells me that you need to maybe get the balance between backyard warrior and care.. that's an angle right there. ;) Thirdly, I really don't like the type. Maybe it works to an extent with the original backyard warrior thing, but with the message that needs to be conveyed in my mind, this type doesn't work. I know from previous posts that you're working on your type, and tbh the type should fall into place after the fact of the concept birth. I'd come up with a new triangulation/position of where this brand needs to be, and then work from there in coming up with a brand.

..in my humble opinion. Keep at it. :)

Waffles's picture
233 pencils

This is the boomerang that Link uses when he gets mad.

Gigafrost's picture
63 pencils
Idea
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Symbol
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Typography
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Now just by looking at the logo itself ( I tend to not look at the briefs so I can get a clean slate on purely the design elements themselves, in case I sound redundant lol ) while there is definitely something evolving from here (and while I LOVE the concept) I hope you consider some of my suggestions.

1. The symbol, while a unique take on lawn care, could possibly do you more help than harm if you go with something more.... traditional and work on building something out of that. Here's some ideas that popped in my head...

Maybe instead of strictly focusing on weaponry, why not include grass like elements into it to give you a more "lawny" feel? For example lawn mower blades made from blades of grass, or perhaps a sword made of grass, a bush trimmed in the shape of a flamingo or a gnome, or heck a simplified lawnmower with two swords for blades, you know something quirky and fun! Ok throwing ideas out there but hopefully you know what I mean. You'd be surprised what you can come up with when you mix elements together! Another idea is that when you think about it, a lawnmower is kind of in the L shape, so perhaps you can have the L in Lawn Max look like a lawnmower icon of some sort. Oh and if case you missed it, Lawnmower also starts with L so people would associate it with your brand even more ;)

Check out some idea here as well: https://dribbble.com/search?q=lawn

2. The typography is in need of improvement. Mostly because of the kerning and spacing between the letters. You could get away with a simple clean bold font. Something like Gotham, Archive, Big John/Slim Joe, or basically anything similar. Type is important (take it from me because if you seen any of my work you would know that I struggle with type a LOT in the past and still do!) so I would recommend checking out some really nice type first and playing with it to get your idea for your symbol.

3. The colors, though I get why they are desired to be blue, will indeed be met with criticism since most people associate lawn care with grass, which is green. I also didn't associate that blue with lawn care, but I don't think you need to spend so much time depending on a unique color in order to make your logo stand out. If it's made well enough and is effective, it will be seen, a helpful way to see this is to see how strong your logo would be if it was just in black and white, if people are still having issues with it then your logo is the problem and what you should be focusing on and not the color. If you absolutely MUST use a blue though, I would stress that you at least use a nice light and warm blue (like a sky blue) with a warm rich green so you have a better color harmony going on. At the moment it's a very cold color which negatively impacts the feel of your brand (since lawn care is usually done in warm parts of the year mind you). Just something to think about. :P

Overall I can't wait to see the next revision. Definitely have some great ideas so far. Hope this helps!

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