‘Again a sound range of ideas for ‘Chance Housing Association’. In many respects you over-complicated the solution by adding door illustration therefore your logo design has two illustrative features; the word ‘association’ doesn’t merit emphasis.’
Never has a truer word been spoken in jest. The more I looked at what I initially thought was a great idea the more I realised I’d strayed into illustration territory, perhaps goaded by some of the images I’d collected on Pinterest. Some of which may have looked nice, twee. Kitsch. I think its very easy to be taken in by snazzy logos, bright colours and wonderful motifs, yet they rarely add anything to the overall design.
The desire to overcomplicate or not let the text speak is strange and indeed when I searched for simple estate agent logo’s there were surprisingly few that relied on lettering and simple decorative devices. That puts the designer up against it as straight the way you’re having to be innovative. So to that end I revisited the work I’d done previously for this exercise and drop the door opening motif, ensuring the simplicity of the design returned (though I kept the roof motif as it didn’t interfere with the lettering), and any manipulation of the lettering was reflective of the theme.
I’ve done a couple of mock up’s with two different designs and hopefully these are closer to the intent of the original brief.
Of the two designs the one on the left is my favoured as it’s simpler, cleaner and visually more balanced and the one I’d submit for assessment.