Logo Critique: Alchemy and Energy

After looking through your website http://www.alchemyandenergy.com and your logo, I would like to comment on the color choices first, then I will get into the actual mark itself. I also understand the restrictions of the blog templates and budget restrictions, which can limit design–just to let you know I understand and have been there!

First, thank you for trusting me to do this, and again, there is no catch, I am really gathering research to indicate the relationship between a brand and a corporate/company consciousness. I will critique this openly and honestly. I hope you will see that I love my work, and I think it makes a difference to help others.

Ironically, I received an e-mail this week asking about the color teal and what it represented. Looking at the teal color with the word “Alchemy” is interesting as alchemy is associated with transformation, but also the creation of a universal cure for disease. Teal is a color of healing, particularly healing of relationships through healthy communication. So it is an appropriate, supportive use of the color. The warm red of the word “Energy” is also appropriate, as it is a color that emerges from the page and radiates warmth and action. Therefore I would say that your choices of color are appropriate and proactive as far as representing your corporate ideal. In a color sense you are communicating healing through action (one word: responsibility). So that is all good.
Where the logo falls short is in the mark itself. Although the undulating feeling of the script can be comforting, it is not substantial enough to tell me you really are in business. In a sense, it is more of a “hobby vibration” based on the representation. This is not anything terrible, particularly if that is what you want to depict. However, you may have some difficulty attracting clients based on the image you are projecting. I work within the realm of the holistic and spiritual genre as well, and it is a fine line to maintain our spiritual identity and present solid business savvy, so I am well aware of the challenges.
Your logo needs grounded, needs some “umph” and sometimes this can be done through a bolder typeface, or by anchoring it within a particular shape. When I taught design I would always tell my students to compliment an organic shape with a geometric, hard-edged shape. These shapes will work together for each other, rather than two organic shapes (as you have) or two structural hard shapes, because without the contrast you get bored and leave. It is all about relationships and comparing/contrasting. In a sense you have done it with the colors, they are almost (but not quite) complimentary colors, as red and green pop each other in the eye, the teal quiets the soft red, which is good, but it can be stronger if the shapes, the type, also compliment.

Grounding it, or in other words, “giving it some substance” will create a more confident feel for your business. In a sense, you want it to say, “I know my stuff, I am good and I can help you succeed” Your current logo reflects doubt in your abilities; it is a visual “smoke and mirrors” feel and from looking at your site, Jennifer, I would say you KNOW YOUR STUFF. So it is best to grab my attention immediately.

Your logo is your branding and creating the same confidence you have in your site within your logo will just strengthen your presence. Your logo is the weakest part of your package, and it really should be the most substantial. Whether you decide on a more complex template or something simple, you will still want to have your logo a solid representation of who you are.

Blessings, Catherine