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Hello All,
I'm working on a project for a client of mine and I wanted to get some input to some logo ideas for the client. I've made 3 main concepts with some variation in colors but the client doesn't know which direction they'd like to go. I won't say now what the client thinks but many of the variations below were requested by the client. After we start talking about the designs I'll let everyone know what the client's opinions are.

Here's some background info on the client and what their looking for:
- They are an Army Navy Store. They sell military surplus products, work clothing and boots, and camping/outwear supplies.
- Their target customer are blue collar workers. Anyone doing manual labor work. Secondary customers are war vets, military aficionados, and ROTC/Drill Team kids in school.
- They want a "clean, modern, web look to the logo. The logo should stand out and be recognizable. People should be able to see very clearly that our name is Army Navy USA." Those were their words.

The direction I took with these concepts is to use bright colors that are recognizable so I went for red, white, blue, and tad of grey. I made them vibrant, brighter than the normal US flag colors would be. I want the logo feel familiar to people when they see it, hence it's close correlation the US flag.

So any feedback would be greatly appreciated. I'd really like to know if my choice of colors and font/sizes are good, any ideas to add or take away from the concepts, and the one(s) you like the best/worse.

So enough talk, here's the goods. Thanks again for taking time to help me.

This is the current logo. It's an old concept on the classic flight wings design. For anyone who doesn't know, flight wings are part of a pilot's (military & civil) uniform usually worn on the chest, shoulders, or front of head cover:


First Concept

a)

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b)
(This one has some subtle shadowing)

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Second Concept

a)

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b)

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c)

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Third Concept

a)

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b)

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barcodewebdesign.com

[Anik]

Hey ttinger i edited your post a little bit so that the images are displayed ok in the forum and users dont have to go to the external link (i left the link to the big image tho).

As for the logo, i like the b) version of the "Second Concept"

[ttigner]

Hey Anik, thanks a lot for the edits! B version is my personal preference too. Any reason why you were turned off by some of the others?

[Anik]

well i like the USA to curved but i dont like it on white, so that eliminated the first and third concept, and i liked b) because i like the USA in blue but i like it with the star since the airplane kind of fades into the rest of the grey, the red star comes up and has better visibility.

[Gregaz81]

Agree, b in second concept

[ttigner]

Thanks everyone so far who answered. My client keeps telling me that the "USA" is too big and looks separate from the "army navy". Does anyone else feel that way?

[Anik]

you could make the USA a bit smaller and the army navy a bit bigger, its not such a bad idea.

[ServerSide]

I think the first concept has a much more military feel to it and is definitely cleaner than the others in my opinion. When I look at something like this I try to imagine if I took away the text could I still get a feeling for what it's trying to represent? And for me I don't think Army or Navy when looking at the second or third concepts (I keep thinking 4th of July actually). The first concept is also much more in line with their current logo but appears as more modern. So I would choose the first concept.

[spidxel]

Option b or a, but with some wings for simulated actual logo.

[theFlasher]

I think Second Concept C is great. The plane flying instead of the star really brings together the idea of army/navy. I would suggesting putting some white 'bleed' on the right side of the logo ontop of the stripes. Kind of like there is a thick white stroke on the foreground elements. You know what I mean?

Looks great, though! I'm sure the client will be happy with any of the concepts.

[uxte]

My favorite is still their old logo. If I needed to choose one of your designs I would choose the b) version of the "Second Concept" just for the visual impact it makes on me but still I don't believe is a better choice than their old logo, I agree with the client when they say the words "Army" and "Navy" are too small.

[bjaved98]

I think instead of using this jet or star, You have to use some kind of Army symbol like a soldier and for navy use a ship. Color scheme and design elements are totally up to standards and match the us theme. One more thing try Army and Navy on bottom od USA instead of top. thanks

[mindtwitch]

ttigner, first off great work on the logos. They are very nice. My initial reaction is Concept "A" because it is cleaner (less busy) and as ServerSide pointed out more military feel and plays well with their current logo (not a drastic change in branding). Playing devil's advocate for a second though, the logo closely resembles the "Air Force" logo. Along that same thought, Second Concept (c) is a plane. Nave has planes and Army has select planes, but there is no cross-over the planes the Navy has are very much different from those the Army has. Anybody in either branch of the military will quickly be able to spot and identify the type of plane from the silhouette, so I'd be careful going that route. Like the idea though.

Also, have to agree with the client that the the size different between Army Navy and USA does make them seem like separate entities. I'd play around with the sizing a bit there.

Again, great work on these. My vote goes with Second Concept (B) as well.

[ttigner]

Thanks Mindtwitch. The first logo is similar to the "Air Force" logo. Both are a modern twist on the classic pilot wings like in the client's current logo. I figured I'd stay close to the current logo and just modernize it because that look is dated. My client told they like the second concept, but are leaning towards something more "simple and cleaner". They want to compare. I made a few sketches and I wanted to get opinions on whether or I'm going in the right direction with making a "simpler" logo and if I should develop any of them further.

[uxte]

I think you're going in the right direction. A logo should always be as simple as memorable. Your first sketch looks promising.

[Holaso]

Growing up a military brat...I prefer a WHITE star, large ARMY-NAVY text, and easy to read design.

Just some comments.
First Concept: I liked but the USA was too prominent in size and greyed out.
Second and Third Concept series: I felt the logo was too celebration-ish...more suited to an event.
Sketched series: The SHEILD design is your strongest piece. It will feature a white star, stencilled fonts, and it has a RETRO feel to it. It is also reminicent of detachment patches that sport logos of what groups military people belong to.

[ttigner]

Thanks Holaso. I'm sort of a military freak myself. I wanted to join the Air Force as a kid, but a heart defect prevented that from happening. Oh well. I think the shield is the best sketch too, but my client prefers the third one. Ahh well.

[Holaso]

The third isn't bad design is you best bet for horizontal pieces. The details is what will make that logo shine.

[ttigner]

Ok I made of couple of variations. Client hasn't given any feedback yet, but I think I like this concept the best. Personally, the third one is my favorite.

[uxte]

I like the 4th the most I would like too see some more variations on the star, maybe without the shiny look.

[ttigner]

Made a 5th version after a random burst of insight. This is my choice now:

[ttigner]

Thanks everyone for all the help! The client chose the last design I made (phew!) and now it off to redesign their website. Thanks again!