After taking some time to review the short list of logos I narrowed the 29 logos down to six finalists. This cut was done based on if I would be happy having that particular logo on my work and if I thought the logo had potential for improvement if I were to refine it further.
At this point I was having trouble picking a favourite and wanted to make sure my thoughts on what was a good logo were shared by others. I sent the six finalists out to a focus group of family and friends. I asked the group to rate their favourite logo and to identify what they liked and disliked about each design. I also opened the floor to any modifications or entirely new designs.
After collecting the responses the results were as follows:
#1 Simple, plain, classic, generic. The weighing of NCMW should be increased to match weighing of full name and make it more visible at lower scales.
#2 The modification of the ‘C’ was liked and was more eye catching than #1. Concern about the effectiveness at lower scales.
#3 Favourite (with modifications) for 2/6 respondents. One liked it for the font, one liked it without the font. Some concern about the being too ‘fussy’ and clearness at small scales. Further investigation required on what it would look like with the NCMW rotated to the same angle as the text. I believe this will make it look a bit sloppy and not translate the image of precision work.
#4 #4 somewhat popular, #5 least mentioned of all. I should look into including the acronym into the title. These are very lathe specific when NCMW isn’t limited to lathe work.
#6 This one is my least favourite and the only reason I included it is that I struggled with it the most of all the logos. That being said it was by far the most popular with 4/6 respondents listing it as a favourite. The results don’t lie so I’ll have to revisit this one.
Additional themes to explore:
– #3 with a black gear as the background
– Using bubble lettering (outline) such that it can be filled with colour when possible.
After sending out the finalists I did a test print at a much lower scale and found some of the designs scaled much better than the others. I had a look at what scales the logo will be used. For a website, letter header or business card 25mm high seems appropriate. A user avatar for youtube on a desktop is 12mm square and 6mm on a phone. A PCB would use 12mm or 6mm depending on the space available. With this in mind I created a size card with four different sizes.