I have a guy designing my company logo, and now I can't decide what I like better. Below are the first drafts of the design.



Below are the two final drafts of the design...we changed the rifle used to a Mosin, because it's what I really like the best. Now I can't chose which design I like better. The only difference between the bottom two is the swapping of colors.







I can't decide between the two...

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1987 560SL
85,000 miles

I think the one on the bottom has better contrast, and therefore easier to see.

Important if your new logo is going to be placed in a variety of media: Letterheads, invoices with different color paper, outdoor signage viewed in different weather conditions, magnetic signage on the side of a vehicle, etc...

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2009 ML350 (106K) - Family vehicle
2001 CLK430 Cabriolet (80K) - Wife's car
2005 BMW 645CI (138K) - My daily driver
2016 Mustang (32K) - Daughter's car

Not an expert by any stretch, but to me the fact that the letters "change" from having a white outline to having no outline depending on what is behind them is visually disturbing.

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1961 220b: first project car - sold.
2000 CLK 430: first modern Benz - sold.
2001 CLK 55: OMG the torque!!! - sold
1972 280SE 4.5: Baby Gustav
1991 300TE 4Matic: Gretel the Snow Bunny - sold
1978 300SD: Katz the Free Man - given away
1980 Redhead: Darling Wife

Two color business cards, letterhead will be black only. When the time comes, we'll do vinyl in two color as well...mainly one on the back window of the Tahoe, then some 3" rounds for customers. At that time, we'll make the rifle more solid as well.

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1987 560SL
85,000 miles

The stencil script would tell me that you only deal in military weapons. I think the military aspect of you business is made clear by the photo of the weapon in the logo.

If you are also going to deal in civilian weapons you would not want to run off that market with the stencil script. Someone looking for an old Remington might wander in by mistake, but if you go with the regular script then it points out you are a dealer in used firearms of all types. This could bring in someone looking for a .243 who would then leave with an old Enfield.

But before you could show them the Enfield you have to get them in the door.

The one with the black lettering - The company name stands out more, which is the whole point of the exercise.

I'm glad you are down to the ones with the military stencil type font. It matches the military looking rifle.

My $0.02,

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2001 SLK 320 six speed manual
2014 Porsche Cayenne six speed manual

Annoy a Liberal, Read the Constitution

First, 5th and 6th iterations for me. The classic military stencil type style goes with the classic rifle. If you were using some tacti-cool AR or something the strike-thru typeface would be more appropriate. I like the last two best.

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You're a daisy if you do.
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84 Euro 240D 4spd. 220.5k sold
04 Honda Element AWD
1985 F150 XLT 4x4, 351W with 270k miles, hay hauler
1997 Suzuki Sidekick 4x4
1993 Toyota 4wd Pickup 226K and counting

The strike-thru font has been overused by firearm accessory companies in their product offerings, that was the first reason I didn't like it. I didn't bother to post the choices with cross-hairs in the O, because I didn't like those, either, for the same reason.

I have no interest in the AR platform, unless it's a matter of ordering a complete rifle for a customer...there's way too many in that game for me to expect to survive dipping a toe in it.

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1987 560SL
85,000 miles

And I'd be happy to whore out a window or two on my Suburban if you want to send a couple decals my way.

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1980 300TD-China Blue/Blue MBTex-2nd Owner, 107K (Alt Blau) OBK #15
'06 Chevy Tahoe Z71 (for the wife & 4 kids, current mule) '03 Honda Odyssey (son #1's ride, reluctantly) '99 GMC Suburban (255K+ miles, semi-retired mule) 21' SeaRay Seville (summer escape pod)

It will be awhile before I'm to the point of ordering them, but when I do, you will get the first ones...

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1987 560SL
85,000 miles

I have no aesthetic preference - I like that you are keeping it simple- I might even lose some detail on the rifle for ease of reproduction.

I hate to open this door, but were you going to put a phone number or website in the logo ? I assume you have considered this already.
-John

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2009 Kia Sedona
2009 Honda Odyssey EX-L
12006 Jetta Pumpe Duse
(insert Mercedes here)

Husband, Father, sometimes friend =)

Sounds good!

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1980 300TD-China Blue/Blue MBTex-2nd Owner, 107K (Alt Blau) OBK #15
'06 Chevy Tahoe Z71 (for the wife & 4 kids, current mule) '03 Honda Odyssey (son #1's ride, reluctantly) '99 GMC Suburban (255K+ miles, semi-retired mule) 21' SeaRay Seville (summer escape pod)

When it's time for the vinyl, less detail will be shown and a phone number or web address will be added. It should be ok for the cards and such.

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1987 560SL
85,000 miles

The first one. I think the visual impact of the weapon is the boldest and the lettering is easy to read too. IMHO.