Fox Valley Voice Logo Critique

Jamie submitted this logo for the Fox Valley Voice and left the following comment about the work.

The following critique is based on one designer’s opinion and experience. I always appreciate the readers thoughts as well. So, I’ll ask a question of two in the critique, please share your perspective in the comments at the end of this logo design critique.

Design Principles

Let me start by saying this logo is visually complex. There’s an awful lot for the viewer to take in. One way to help simplify the logo would be to reduce the size of the tagline or remove it completely. The scale of the tagline in relation to the other elements in the logo is too similar which contributes to the visual complexity. Another element that contributes to the complexity is variety in typefaces in the mark. Consider sticking to one or at most 2 typefaces for your logo. This will help to create unity and harmony within the mark.

Question for the readers

please respond in the comments below

Can you offer any ideas on how Jamie might be able to simplify this mark and make it more visually appealing?

Functionality / Versatility

I find the shadow on the logo distracting. Again, there’s a lot going on the mark already, the shadow just complicates matters. Remember a good logo is simple so it can be recognized and remembered easily. Read “What Makes a Great Logo Design?” for some tips.

Does the Logo Work for the Audience?

The logo and name both have a newsy feel to them which is good for what the logo represents (a local information website). However, I think you could probably get more creative with the imagery suggested in the logo. In staying with the fox theme, what if you eliminate the fox tail (which is possibly cliche) and work on something that represents the fox alongside concepts of voice or information. For example, you might create an icon of a fox head this speaking or relating information. Of course it can be hard to show speech in a static logo, but think about things like megaphones, sound waves, speech balloons, etc.

Question for the readers

please respond in the comments below

Do you feel the fox tail is working in the design? Is there other imagery that should be considered?

As I mentioned above, the use of a fox tail in the logo is somewhat commonplace especially in that area of the chicago suburbs (I actually grew up there so I speak from experience). I’d like to see a much more unique and memorable icon created to represent the Fox Valley Voice.


The typography is sorta all over the place. Three different fonts and one the one used for ‘voice’ and ‘.com’ seem to be the same but ‘voice’ appears to be horizontally scaled. I typically recommend against horizontally scaling a font because the letterforms become inconsistent, which is even more apparent when you have an unscaled (‘.com’) version of the font right next to it. Many fonts have extended and condensed versions so you don’t need to scale them manually. Another issue is within ‘Fox Valley’. I don’t have a problem with the script typeface necessarily, but if you’re gonna use it, make sure you edit it and get so it flows smoothly. The white stroke around the letters breaks up the flow by intersecting the letters, thus not allowing them to join and flow together as they should.

Possible Improvements

Designing a logo for yourself or own business is one of the hardest logo designs you’ll ever work on. So what is the best way to improve the logo? Well I think have made some comments above that can certainly offer some direction. Here’s a list of actionable items.

  1. Eliminate or greatly reduce the size the of the tagline. It’s competing with the rest of the mark.
  2. Try sticking with 1-2 typefaces in the logo. This will help to create visual unity within the logo.
  3. Reconsider the iconography that will be used with the logo. The fox tail is very common and doesn’t actually contribute much to the mark. Try some alternate options that cover the concept of speech and information that have a stronger tie to the actual business.
  4. Correct the script typeface so the letters join without interruption, and create a nice visual flow.

Overall, I think you have a good start on the logo design. And with some refinement you can definitely improve it. Please know that my intention in critiquing your work is not to hurt feelings, but to offer constructive feedback. I hope it was helpful. Best of luck, to you!

I appreciate and welcome your comments, and look forward to hearing from you soon. I purposely don’t cover every possible improvement that can be made to this logo, so go for it if you think I missed anything. All I ask is that you keep your comments clean and appropriate.

Like what you read here? Subscribe to the Logo Critiques News Feed.

Enjoy this post? Share it with others.

This content was originally published here.

Scroll to Top