Logo for FVD

This is a big step forward from your previous version. I like the gradient because it makes the logo feel a bit more 3D although I think it could work with or without it. The font still isn't working for me, but it is also better than the last font choice.

I'm sorry, but this logo doesn't work any better than the others. Again, it just feels like you're coming up with this directly on the computer, without any proper preparation, including research (study the business, the competition, etc...) inspiration (www.logopond.com, www.fromupnorth.com www.pinterest.com) and most importantly sketching.

I've said it many times to quite a few budding designers, without sketching, and unless you are a wizard, you are more than likely bound to create an half-assed logo. Sketching is where you can formulate ideas and translate them organically on paper, with a direct link from your brain to your fingers and then to the tip of yourpen. All the while your eyes monitors the whole process. It's that very organic, human thing that will give you the best results. Not playing around shapes and effects on Illustrator.

Remember that a software like Illustrator is a tool of execution. You have to use it to execute your vision, not the other way around.

About this new logo, beyond its general blandness and uninspired feel, the symbol is way too big compared the word mark, the font doesn't match with it and it's severely plain, the spaces between the F, D and the V are uneven (which BTW, is a clear sign that you rushed that job and didn't really pay attention to details). Ho and finally the symbols reads FD. That V just looks like a random upside down triangle.

My advice is to forget about turning these initials into a symbol. This is uncreative as hell. And it certainly won't make this agency's logo stand out among the competition. Or it will, but in a very negative way. Instead, try to find something that will really symbolize this particular agency, something that it will be remembered by. It can be anything, a bird, a rocket, a bottle, a sink, a cat, a door handle, a light switch... What I'm saying here, is don't get into a pipe vision, in which the only things you see are these damned F, V and fuckin' D. Forget about those altogether and start again with an inspired eye from all these sites I cited above as well as an informed eye from all the research you will have done. Then you will be all set for hours upon hours of glorious sketching.

One last thing: don't be bummed out by negative reviews. We've all been through that phase. I was a beginner too, way back when at the end of the last millenium ;) I did some terrible logos then, all the while being certain the were killers. In a few months/years, you will look back at this and tell yourself "how the fuck could come up with that?" I know I did, many times ;)

Designing a good logo isn't easy.It takes time, work and dedication. But the more your work, the better you become. That the simplest thing ;)

Keep at it!

Ok then. I am actually inspired by your observations and advice.I am way behind schedule so i will have to use a simple symbol to captivate what the business is all about.