Apart from mentioned, the biggest problem is that “e” character. I just can’t find good font, design and dimensions for it. It just doesn’t fit. Could you help me out with that? Thanks in advance!
Hi krneki,
I think almost every font is good for the “e”, but the “e” should not have a position in line with the rest. For me it’s better when the “e” is lifted towards the top of the line to give it more accent. Also some shadow effects can be applied, for instance black for “EXCEL” and “shop”, and red for the “e”.
The “e” is just an Arial italic, 20 degrees rotated to the left. That’s 1 of the 1001 possibilities!
If you have to stick with that ugly variant of Futura I’d chose (much) bolder font for “shop” and would put “e” in a solid yellow circle. The letter would be in same font as “shop” - three different fonts is too much for a logo. Gotham Black comes to mind. Or Arial Black, why not. The circle wouldn’t be much larger than “e” so I don’t distract the kerning a lot. Either that or would make part of “s” cut into the circle somehow.
The character “e” doesn’t look good in the logo. It’s killing the professionalism of a logo that’s required to create the brand image. I’d suggest you to go normal “e” font you have written “shop” in.
