Background:

Advent Media is a communications company that installs flat-screen televisions in waiting rooms. Like most start-up companies, they were trying to save money wherever they could. They came to us to have some marketing materials done. When I asked them if they had a logo, they said they had designed one themselves. However, they didn't seem very confident in the logo. We told them we would take a look at it and see what we could do.

Before:

After:

The new logo is basically a cleaned up version of the original. You can see how the new logo still has the same basic elements, yet it reads faster and has a more simple, open design. It looks a lot more professional and works much better. If you are starting a new company, don't try to save money on your image. Your image is what gives your service credibility, separates your business from your competitors and gives you pride in your company.

Alina's Feedback:

Because the new logo is cleaner, more open, and has a nice hierarchy to it, it reads faster and is more memorable. The congestion of the two lines of type with a broken line running through both made the old logo difficult to read and felt fussy. It's particularly important for the logo to be clear, simple and communicative when representing a communications service.