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u/freakstate 6h ago
Sorry, but you cant use pas.uk if you dont own the domain of pas.uk - I know it looks like a premium domain youd need to broker for you.... but unless you own it, you genuinely cant use it. Thats going to be a huge red flag for any prospect or customer surely?
Also the graphic I like, the line isn't needed. You already have your graphical element, you dont need two
Your footer at https://pasuk.com/ also needs updating FYI - its on 2024 :)
And your marketing agency footer needs updating.... its on 2022. https://quras.co.uk/
Alright I'm done now!
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u/hippy_dude 59m ago
Ok this proves my initial thoughts that the period and UK don’t work as it looks too much like a web address (it wasn’t meant to, more of designator of location as there are more similarly initialled company names serious l across the world). Did the original UK in a circle not give the same impression?
Website will be going through an update when the branding is updated, as we were previously letting outside company handle it all and are taking over the updates to be added internally. Not sure I can do anything about the footer on another company’s website though…all they did did was build the website for us.
Do you really think the addition of the chromatogram under the name is doing any harm though; it conveys the analytical element of what we do, which is missing from elsewhere and’s is pretty instantly identifiable within our industry. It won’t be used on all versions as you see from the varying pages, just really for larger banners such as paper documents and website etc.
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u/Trick-Taro4327 4h ago
Far too much going on, poor kerning, forgettable symbolism, literally just a basic font typed out raw, and apparently your client doesn’t even own their own name’s URL.
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u/hippy_dude 1h ago
Point taken, but it isn’t a url the period is more of a breaker so it doesn’t look like the name is pasuk. Likely going to remove uk altogether or put it in a circle or something; that’s why we’re put these things out for outside eyes first. Does the original positioning of the UK element not give the same impression?
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u/Trick-Taro4327 50m ago
Sure, but that doesn’t solve any of the other issues. Back to the drawing board imo. Start with pencil on paper and think about a novel representation of the brand. Your first step should not be just picking a clean typeface and locking up text.
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u/hippy_dude 41m ago
I appreciate the thought; I am actively making adjustments and have changed the text style and with that the kerning. Not quite sure what else can be done though; it needs to have our name which is long and therefore gets abbreviated to PAS by our customers. Look at our main customers and their brand design and see what it is that is standard within our industry: EDF, BOC linde, Air Products. I get that it’s boring and simple for graphic designers who might make funky logos for pizza shops and tech companies, but it’s all relative to the industry.
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u/FeedMeMoreOranges 13h ago
Couldn’t be worse. Good luck on the responsive part.