aroma adv

Sorry, this just looks like a big red tongue to me :/

My opinion is that this logo must have been made in under 5 minutes.

There's no idea or inspiration, the execution is rushed and no agency for the 21st century would use Helvetica as its main font.

What you need to do is to restart everything from the start with a proper creative process. Here how it should go:

First: research. Check out the market for this kind of business. Who are the competitors? How do their logo and general branding look like? What trend can you identify? What's good, what's not? Know your shit.

Then, inspiration. Creativity is your vehicle to achieve greatness and inspiration is the fuel you need to get it going. Peruse the web with the mind of a wolf in a sheep nursery. Check out sites like www.LogoPond.com, www.Dribbble.com, www.FromUpNorth.com and get yourself an account on www.Pinterest.com. With a good fix of inspiration, you should feel creativity flowing through your veins and feel like a total badass.

Third step. The most important step. In the history of steps, this is the importantest. Sketching. Let me repeat again. SKETCHING. Take a pen and make every single piece of paper your bitch. Sketch like their's no tomorrow. Sketch like your life depends on it. Sketch hundred of ideas, whatever goes through your mind. This is how cool ideas will almost magically pop up in your mind and also how you will learn to translate these ideas on paper. I know it can be frustrating sometimes when you have a cool idea in mind but feel unable to put it on paper. Sketching will help you to just do that. So do not hesitate to spend days on end doodling away.

The last part is execution. Refine, scan, refine, rescan, execute. This is how knowing Illustrator comes in handy. It just comes with practice and experience. If you're going for handmade typography, refining your logo with trace paper is super useful too. There are tons of videos on YouTube about that.

I hope this will help. Don't hesitate to come back here with an updated version of your logo.

I knew I was opening a big can of worms with that Helvetica thing =)

Many people love it and many don't. I tend to be part of the latter group. Don't get me wrong, I don't think it sucks at all. It's one of the greatest fonts ever created. Back in 1957. Now I just personally think that it's outdated, ubiquitous and generic. If you're not a big old brand à la Panasonic, Jeep or McDonald's, it sorta deprives logos it's used in of any personality and organic feel. That's why I think a new company, especially an agency, wouldn't use it today.

Sure, aptly used, it may work. But there are so many new great fonts these days that using it makes almost some kind of statement, which may not be very beneficial to the brand.

This article explains what I'm saying pretty clearly: http://www.webdesignerdepot.com/2011/02/10-iconic-fonts-and-why-you-shou...

Note the company in an Arab country
So use an easy line to read