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Old 10-28-2013, 03:11 PM   #1048
octothorp
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For me, the lettering on the logo is just really weak. It's like a 15 minutes in adobe illustrator first-pass at a concept, at which point you'd take a black marker, highlight the dozen or so things that are wrong, and spent a couple weeks refining it until it's perfect. My list of problems:
1. Concept of the Calgary Flaming Cs or the Calgary Calgaries aside, the extra C is poorly integrated. It's totally unnecessary, but even if you did decide that you needed it, it's really poorly integrated with the rest of the lettering, the way it overlaps the descender on the g and just touches the descender on the y. I also dislike the way that when it's displayed small like this, the outlines around it make the mouth of the C really small. It changes the proportions of it completely, in a very unflattering way.
2. If you look at the topline of the small letters, they're rising at a consistent angle, and then flatten out at the 'r'. Especially with a script, a much more gradual curve would have been a huge improvement. As it is, the way the type shrinks considerably toward the right makes it look a little like someone who was signing a card with really big letters and then suddenly ran out of space and had to suddenly shrink their text, an effect that exacerbated with how busy everything on the right of the uniform is.
3. Poor execution in the lettering. Okay, so it's supposed to look like a handwritten script, right? Look at the stroke coming off of the 'a', and how it would continue into the 'l' if you were using a natural writing motion. It would need to connect to the thinner part of the 'l' loop. But it doesn't. It only makes sense as lettering if you imagine drawing the foot of the 'a', then lifting your pen, going up about a third of the 'l', and then continuing on the l. This 'l' is the sort that would make sense only if following a letter that finishes closer to the x-height, like an 'o'. So you start with this as a concept, then you give it to a professional letterer, and let them do their thing; guaranteed they'll produce something with far more sophistication than you can get from skewing a typeface.
4. The script is really boring. 'Calgary' is actually an awesome word, letter-wise. You've got good length, two different descenders and one ascender (not including the capital C), and interesting curves throughout. This logo fails to take advantage of any of that visual interest. The two descenders are overshadowed by the flaming C, and there's nothing much else going on, except perhaps for slightly enlarging the C.

Aside from the logo, I don't mind the striping, I dislike but don't hate the angles on the shoulders, and the shoulder patches look a little like a microbrewery coaster, which is to say that they're slightly derivative but probably the best part of the uniform.

I hate crapping on someone else's work, but I have a hard time believing that this is really anyone's best work; it looks like designed-by-committee or a last-minute compromise. If it is someone's best work, then it was someone who was asked to do something a little beyond their abilities. I'm not saying I could do a better job. But I could do a job equal to this, at which point I would tell my superiors that if this is the concept they want, they need to hire an expert letterer to take the concept to flawless execution.


*I should mention, all of these observations I'm making are on seeing the different photos of these on jerseys being worn. I might have different thoughts on a few of the elements (particularly the skew on the text) if I was seeing them flat.

Last edited by octothorp; 10-28-2013 at 03:13 PM.
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