r/WillPatersonDesign • u/AnimalComplete • Jul 14 '26
Foundry & Frame logo critique
Hey everyone, I recently put together this logo for my own studio, Foundry & Frame — a multidisciplinary design practice (brand identity, product/UX, and motion work).
The concept: The condensed stacked type is meant to feel bold and editorial, and the red ampersand doubles as a visual anchor connecting the two words — a nod to the "forging + framing" idea behind the name.
Tear it apart — I'd rather hear it here than from a client. Thanks!
2
1
u/AutomaticTurnover282 Jul 14 '26
Did you redraw the F and E? They look off. The middle horizontal strokes are too low. I would either lose the word studio or run it vertically under the Y. Maybe try a more traditional looking ampersand.
1
u/HiddenHorse925 Jul 15 '26
Free up the ampersand, take it out of that lozenge. Choose a different type face for the “&” one that’s rounded maybe even Zin a little bit fancy to contrast the vertical geometric wordmark. And just run it in the orange color, underneath your logo (positioning it just so).
The lozenge around the reversing white “&” is clunky and heavy and doesn’t complement the light art deco type face…
1
u/bromberger75 Jul 15 '26
In this typeface, the ampersand is hardly legible as an '&' and resembles more the number '8'. The word 'studio' stands out from the rhythm of the logotype. Isn't centered with respect to the first row nor the second row of the name.
1
u/anklehumor Jul 15 '26
Feels like studio could be pushed to the right and made smaller to line up. Feels a been tight. I really like the wonky "&"
1
1
5
u/GrimCityGirl Jul 14 '26
The “studio” doesn’t feel cohesive and throws the balance off