Hello friends. I'm looking for some general feedback on the logo I'm creating for a private school.
Some background: They're looking to refresh their current logo. I won't go into too much detail about what's wrong with it. Flip over to the second photo, and I'll let y'all form your own opinion on that. But long story short, their logo needs an update haha.
Here's the brief:
Problem: The existing logo is antiquated and too visually complex in its messaging.
Objective: Create a logo that is easily reproducible, simple, and responsive across various media. If possible, please consider the school's mission and values.
Brand Personality: Safe, fun, exciting, accepting, inclusive, energetic, unlimited potential, intentional, hands-on, eager, enthusiastic, innovative, and adventurous.
Style Preferences: Minimalist, Clean, Versatile
I presented a few logo options, and they're leaning towards this design. Their original logo uses the Delicate Arch as its symbol, so I wanted to keep that but simplify it. For the typeface, I decided to go with a serif to give it a more academic and premium feel.
Thoughts on the overall design? What's working/not working? Any advice on how I can tighten up the logo lockup - i.e., tracking, leading, alignment between elements, etc.?
Thanks in advance!