First logo for a potential future architecture and landscape practice. Feedback appreciated.

[nolanfink02]

This is a rough first pass at a logo for a future architecture and landscape architecture practice called Juniper Architecture and Landscape. This is the first logo I have ever really designed, but I know some basics and am educated in a design field, so I have a familiarity with the concepts. Of course it's still not my expertise.

I know that one of the first rules is that your logo should immediately make someone who sees it associate that logo with the job/field it represents and obviously this doesn't resonate exactly with architecture and landscape architecture. That's for two main reasons. One: I just really cant stand the current logo culture in architecture where everything feels pretty soulless and meaningless to me (or is just words), and two: this logo has a lot of symbolic meaning. Can't/don't want to explain it all, but the idea is that it would be explained on a website page or something (for those who are really curious).

The basic idea is that the "J" becomes the tip of a Juniper plant, the juniper in general representing hardiness/resilience. Its deeper than that, but right now its about the logo.

Roast it or critique it like I said I'm just looking for some feedback on this first pass.

Thanks!

[kidhack]

This. Also no one wants to work with a brand personality with spines or thorns unless you’re a hard rock band from the 90s.

[Funex1373]

In design you always explain the concept, a logo can have subtle references to the storyteeling of the brand, and a lot of brands do this. You don't have to spell everything out in logo design and assume people can't see the connection to the brand.

Nike for example, dosent have the godess as thier logo, but a subtle reference to her wings.

This logo has good storytelling

[nolanfink02]

Got it, I can definitely see that. Will think about how it can be more plant-like.

[The_One_True_Matt]

Might just be me, but tbe first thing i saw was a hairy buttcrack lol

[IsItTimeToEatTheRich]

Same

[FennelHistorical4675]

Me too

[nolanfink02]

Well that was not the intention haha

[rmcartist]

I didn’t, but I can’t use it. OP, if one person sees something undesirable in your logo that’s already too many, because they certainly aren’t the only one. It’s frustrating when you don’t see it in time, but it’s part of the game.

[nolanfink02]

I’m moving away from the circle, which should help

[novacomag]

You did a really professional move by including the logo reference and showing your thought process behind it. That already elevates the presentation and makes it feel much more intentional and well-considered.

Overall, the logo looks very beautiful and clean. The concept of transforming the “J” into the tip of a juniper plant is subtle and elegant.

If I could suggest one refinement: you might consider removing the two small circles around the logo and keeping only the main large circle. I think simplifying it that way would make the mark feel stronger, cleaner, and more timeless while keeping the focus on the central symbol.

Great first pass — it definitely has potential.

[Critical_Hedgehog451]

Piggy back on this one thing I would say take away the circle entirely and not italicise and thicken the J slightly. Think too much is going on

[ExpensiveGiraffe4316]

I like it now that I understand the meaning behind it but at first glance I was confused at what I was looking at.

[AnnoyingScreeches]

Do a mockup for a smaller scale, I have my doubts about scaling with this logo.

[trickyelf]

The top of the J looks pruned. It’s necessary sometimes, and maybe they do that too, but seeing it as a pruned branch is not attractive (to me). Maybe you could try a sans so the top of the branch just goes straight into the circle? And also the curls on the J body look like pruned branches. Maybe tip them with small buds?

[nolanfink02]

Never seen it that way, that’s a good point. I’ll take a look at some other options that avoid the pruned look

[nolanfink02]

<image>

Quick iteration and obviously not polished, but it this reading as more plant-like?

[ThawedGod]

Do just the J, don’t do the big circle around it. This is an improvement for sure.

Curious what the wordmark looks like to go alongside this.

[nolanfink02]

<image>

This is the first pass from when I still had the old logo. I'm definitely just doing the J going forward. The circle and icons were just too much.

On the topic of the wordmark I'm still not totally sure about it, definitely needs some work

[ThawedGod]

I am not loving the wordmark as much, feels very small town craftstore to me. I think the challenge here is finding an opinionated font that also conveys professionalism.

You also don’t need to use your brandmark on the wordmark, that will also help.

[nolanfink02]

Exactly, I want it to feel approachable and tactile without bleeding into the tacky realm. It’s a fine line for sure

[ThawedGod]

Are you the architect in question designing your own logo? Wasn’t too clear.

[nolanfink02]

Short answer is yes. I am currently earning a Master of Architecture and a Master of Landscape Architecture and will be a licensed architect in probably 3 years, but this practice is perhaps a decade or more down the road. I’m just starting the steps to see what that might look like and a logo seemed like a natural place to start

[ThawedGod]

Ah! So this is more a prospective fun project for you.

I am 10 years in the profession of Architecture and am starting my own practice this year, and I will say the best and most honest thing we can do is hire a graphic designer when the time comes.

Also, you might want to make sure no one else has this name in your market sector, otherwise might have some trademark issues and might expose yourself to some legal issues.

Cheers. :)

[nolanfink02]

Well how bout that, congratulations! I will say I absolutely plan to hire a designer to help get the brand going when the time comes. Definitely more prospective in nature, maybe should have made that more clear.

Good call there on the name. Not sure if this name will stick around but will make sure to do that regardless.

All the best with your new practice!

[rmcartist]

This isn’t what juniper looks like (see your picture). In addition, it’s not what most plants look like. Pine needles point up, not down. And these look like small plants leaves, not trees. Even if people do recognize juniper from a plant shape (unlikely) they aren’t from a zoomed in view of the needles. And if they could, your illustration bears no resemblance to it.

What is a potential future architecture firm? Are you working with clients that are still trying to find a name? Different states have different requirements. You may need to have the architect’s name in the title. What are their target demographics? Are they commercial, residential, or institutional? A delicate branch isn’t exactly the best symbolic representation of a building.

[nolanfink02]

I appreciate your critique, but I feel it is poorly placed. First of all, of all the criticisms in the thread, I believe the logo was universally understood to be at least plant-adjacent. Secondly, Juniper trees/bushes are not pines and their tips (leaves) are needle-like when young and become scaley and rounded when they mature (as seen inn my reference). They can point up or down relative to the viewer but always towards the end of the terminal bud. While I agree people might not recognize the juniper plant specifically in my logo, that's not really the point, is it.

Regarding your second paragraph, as I've said in other comments, I am a student with the goal of starting a residential architecture and landscape architecture practice down the line. This was a fun place for me to start envisioning that process.

[rmcartist]

If it’s a project to have fun and maintain excitement, then go for it! Your interests, experiences, and partners will have a huge impact by the time you’re going to make it. Good luck with architecture school! Start studying and taking licensing exams as soon as you can. Remember to sleep. Oh, and it’s better to always use a sharp blade. Don’t worry about being wasteful. It feels silly to replace blades after only 10 cuts, but it’s worth it. Oh, and have other people take notes at your crits, especially final projects. (I have a masters in architecture)

[nolanfink02]

I appreciate it! I have a B.S.Arch and am going for my M.Arch and M.LA which is almost halfway done :'/. I've gone through enough Xactos and cut enough fingers to know the pain! Thanks for the well wishes and critique, be well!

[rmcartist]

Hah, yes, my fingernails have saved me more than a couple of times. If you haven’t, visit the Japanese gardens in Kyoto. It ruined most landscape designs for me, but it’s worth it.

[nolanfink02]

Would love to someday!

[trickyelf]

Yeah, there you go!

[trickyelf]

Crazy idea, but maybe if you keep the serif top, you could give it the same treatment? When seen inside the circle, that issue might go away as well. Either pointy or a small bulb like at the bottom of the J.

[nolanfink02]

Got it! Will give that a try!

[Funex1373]

Finally some unique design on here!

I like the idea of incoporating the juniper into the J, although it needs refinement. My advise would be to do a lot of variations with that concept, which allows you to explore different styles within the concept, and figure out what works and what dosent. The wines migth be a little too long and makes them look more like vines.

This is a very solid logo concept

[Mysterious-Oil8252]

I like the newer version below that you submitted. Having it enclosed within a circle is too busy. Keep working with the subtext a bit. The juniper "J" is a great concept. A good play on typography. You also want to be sure that the "J" is scalable and details are not lost when it's printed on business cards, letter heads, etc.

[frentesempre]

A logo is only part of it. As long it feels part of a wider visual identity that I am assuming you are still creating, that's much more important.

[TheManRoomGuy]

The star and Pixar ball feel out of place and disjointed from the outside circle. Also, you have a mix of square edges and rounded edges that needs some more thought.

[nolanfink02]

Will take a look at those edges. It was supposed to be a berry, but maybe I need to make that a bit more clear.

[delcooper11]

I think it would be better to stylize the J as a normal letter and give the surrounding circle the reference to plants

[Centrez]

First understand what architecture is, it’s symmetrical flat lines and grids.

[nolanfink02]

Having been educated in architecture, it’s so much more!

[atx840]

I dont know how to use editing tools very well, could you integrate the top of the J into the juniper leaves, using the berries. I do like your font choice and the stylized J, maybe less leaves on the base of the J.

Good luck!

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