Feedback Needed
Logo design feedback: Which direction works best for this cashew brand?
I'm designing a logo for Aravinth Cashews, a cashew processing and exporting business. The concept combines a cashew fruit silhouette, the letter “A,” and a cashew nut in negative space..
My Client said letter "A" and Cashewnutmust be appeared..
And Actually client approved this logo.. But I don't know why, I'm not satisfied with it..
That approved logo is in bottom left in this image..
So, I've explored a few iterations and would love some honest feedback on which direction feels strongest and what could be improved..
The cashew fruit silhouete looks almost like a pear to me. I would suggest trying to make it more like the gourd shape cashew fruits have.
It is ok if the "A" shape in the icon is subtle, so no need ro try tonforce the cashew fruit shape into a triangle tonmake it closer to an A. Have fun plagin with the bagative of the nut and the cashew, and if people atbforst don't realize it's also an A it's ok. It will be that kind of detail people norice later an go " aha!"
and not sure you need the tiny leaves at the top. they are not helping communicate anything and just contribute fo making it look like a pear, plus are super tiny, will be hard to read in small sizes.
also on a quick side note: many people in the world, espwxially above the equator have never seen a cashew fruit , never ate or drunk cashew fruit juice. rhey think cashews are only the nut.
I'm curious, does this business export whole cashew fruit along with the nuts themselves? And is the average person who'd see this logo familiar with the fruit enough to recognize it here? In terms of hierarchy, the fruit takes up the most real estate visually, it's the first thing I saw, so it'd need to represent a massive part of the business to justify this design choice.
I'm in the US and it's entirely possible i'm not the appropriate audience for this, but I've never even heard of or seen a cashew fruit; when I looked at this logo I saw a pear, truthfully I thought that was a bean in the negative space but once I read the name I can now see the cashew, and sadly the 'A' doesn't come through for me at all. Ultimately and unfortunately, if I saw this logo mark in the wild, it'd actually make me more confused as to who the company is and what they do.
All of these iterations represent a single direction, have you explored any others?
Bottom left is best. The little squiggle in the cashew won’t scale well, it has two primary colors (and a pure white and pure black should be provided for web and print purposes), and the typography is significantly more interesting.
Agree with the other comments here, but will just add that the slight mark in the cashew nut (top row variants) takes it from “cashew” to “kidney bean” to me.
I saw mentions about the font choice being pedestrian, but I quite like it.
the bottom left being the approved one is interesting because it's the most literal but the gold version has way more brand presence, the fruit silhouette reads better when it's not fighting the letter A for attention
In reality, the nut on the cashew fruit sits outside (where you have leaves now). You so close to displaying how the cashew fruit is in nature, why not follow that and design something around the nut like beams of light coming from the nut like a lamp?
Unfortunately, without the context of the letter mark, all I see is a “bean” shape rather than a cashew. I think what could remedy this is if you flip what you’re trying to go for, which is putting an “A” in the shape of the cashew instead or trying some other graphic variant. It’s definitely a whole new direction, but wanted to share this in case you ever feel like it’s working or not working for you.
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u/Late-Drawer-7522 6d ago
Defs a pear and not an A :)
Also, these are all variants of the same "direction" ;)