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Also, keeping the text and lines flat did nothing for the layout; by beveling the lines, they look a bit more like they're off the globe-they're air movement, running to the right as 'moving forward'.
Tree and its shadow: a bit of a license, but nature taking back the earth; the hammer is because they're contractors.
Generally speaking, the logo would not be seen at this size-it's meant to be on letterheads, etc. Had it been left without shadowing effects, it'd be one big blue and purple blur. I refined, then would look at it as a letterhead (about 1 inch square) and add or subtract-which is why you see darker pieces on the tree. At 1 inch, they add a depth that is lost at this size. Same with the lines, at 1 inch, they'd look like a printing error without the shadowing.
As a designer, it is not my final decision as to what gets used. I work with the people that want what they want; color, elements, style of text is not the designer's choice. Best we can do is turn their ideas into reality. In this case, if you knew what was asked and what the company actually does, each element would be understandable; as it is, the logo gives a pretty clear idea of that. Too much analyzing gets in the way; it's more of a "this is what we are, this is what we like" deal in every case.( I've done logos and designs that I know needed more work, but the people that I did them for loved what was given. Just this week, a Christmas card I literally threw together last minute got a "Yes!!" response and was ordered by the client-this after showing her 20 others our studio offered.)
I like the colorfulness of this one. Actually, there are only 5 colors-6 if you include the shadows(in case they have to pay for color plates at any time) , but it seems like more.
I appreciate the critique. Nothing's in stone and I can always adjust the details.
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