BW Racing

Well for starts I'd definitely take the reflection effect off of the two big letters- as well as the shadows. Those are both just details that aren't needed and are muddying your main idea. Also involving the two big letters- I keep calling them "the big letters" because I can't tell which letters they are. I'm sure you love that font and that's swell, but the only one that I can identify is the W! You might want to pick a new font, or at least alter the first initial so that it's clear which letter it is.

Secondly, the 'racing' font has gotta go. I can barely read racing, it looks more like rocing, and it's so thin that it'll disappear if printed any smaller. (I think the main problem is that it's just so thin, and it looks to have some kind of gradient on it which should also be removed.)

Lastly, the block things to the upper left- I don't mind those at all, they do bring the idea of racing to mind, so I think those might work! Just do some serious changing on the two main letters (removing the effect, making that first letter more clear, etc), change the 'racing' font, remove the shadows, and find a great way to place those squares!

Ok, I'm not sure where to begin here. I could easily repeat Sara's comments, but I think I'll just tack on a few of my own.

The first initial is SUPPOSED to be a "B"..... I can think of probably 4 other letters that it could be, before I thought of a B. The only way I knew that is because it's in the title!! Otherwise, no chance.

The fonts are brutal... I can't even mention them. That swooping highlight across both initials also has got to go. The fades and blends add nothing and will certainly cause a printing nightmare.

When I think "racing" I think of sleek, fast, rushing, hurry, etc etc... Unfortunately, I don't see any of that with what's posted. Maybe something checkered? I know its been used a trillion times, but there's a reason for that! Probably because it works.

I'm sorry, but I don't find anything appealing here.

Per all above. Remove the reflection and change all fonts to be more legible. If you must keep the metallic look of the letters (which I'm not totally against given your target audience) i'd darken it to be more legible as well, it's a bit faded looking now. If you want to try and salvage this Idea I'd try putting it all on one line with the tire tread marks to the left of the word mark, I think that would work.

had potential but way to many effects here!
Remember the K.I.S.S. Rule

Keep - It - Simple - Stupid

I try to keep this in mind and have herd it several times my self!

loose all the effects simple it down.

Hello everyone,
thanks for all of your comments, I really appreciate it.
I was very interested in hearing opinions when I published this logo here, given that I’m a product designer, not a graphic.
Unfortunately I haven’t received any notification (I must have mistaken some setting for this site) and now it’s too late for applying any of your suggestions (like darken the B and W).
But it’s ok since the logo has already been chosen and I honestly find most of your critics poorly helpful and a couple of times kinda arrogant too.

It feels to me that many of your judgments are based on general criterions about ‘ideal’ logos, missing the main purpose of the job, which is imo to match the client and target taste (shown on the caption).

Fonts are purposely brutal, in this case “less is just NOT more”, a genuine naïve attitude is more welcome than originality. If I had add some bolts and scratches it was better, giving up on whatsoever graphic narcissism.
To be honest, I’ve been asked to change the B (as I expected) and I did it. I find the logo less interesting now as here I’d privilege a slightly “cryptic” detail instead of immediate readability in order to catch the observer attention a little longer, but I might be wrong.

Now, technically speaking if someone can’t read Racing –even out of the context- suffers from dyslexia. Tried to print in business card size: no problem.
I’m surprised that no one of you considered that it’s obvious to make other (simplified) logo versions to fit the main kinds of reproduction (embroidery, horizontal areas…).

I have been way more severe with my own job after finishing it but on other points that I feel more sensible, like some ‘inspiration source’ just too much evident.