• Don't mind critiques, but I'm not actively looking for them
ProChef Source
by Imageco
Design done for a Chef in Scottsdale starting a kitchen planning business
Number of views: 313
Dated Submitted: Feb. 19 '08

Feb. 28 '08

metaeducation said:

Hi there Imageco...

These are some strong color choices and bold lettering that I like. But I'm not sold on the concept of creating a split in the type at the "H". Visually you are making something that feels like PROC*EF. Another unfortunate aspect is that the letters HEF are very square while PROC are all rounded. This makes the false split even more of a focus point.

Plus, I'm afraid I don't see the unusual H adding to the communicative value by alluding to kitchen planning, or cooking. Perhaps the architectural concept of dividing up space? If so then that's very vague and I'd say the readability has been compromised for a somewhat random idea... not to mention that it's going to be tough to actualize in single-color contexts.

So here's a test that keeps the same color scheme and incorporates a distended 'H' which nonetheless addresses the issues I mention:

prochef_2.png

Not to say I'm in love with that little yellow head on the H... but I can argue it does an okay job of hinting a person in a white chef's outfit holding up their hand as if they have a serving platter. Point being that if the logo is going to be distorted from plain type then the distortion should serve the communicative message...

Regards,
metæducation

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