Hello All,
I'm working on a project for a client of mine and I wanted to get some input to some logo ideas for the client. I've made 3 main concepts with some variation in colors but the client doesn't know which direction they'd like to go. I won't say now what the client thinks but many of the variations below were requested by the client. After we start talking about the designs I'll let everyone know what the client's opinions are.

Here's some background info on the client and what their looking for:
- They are an Army Navy Store. They sell military surplus products, work clothing and boots, and camping/outwear supplies.
- Their target customer are blue collar workers. Anyone doing manual labor work. Secondary customers are war vets, military aficionados, and ROTC/Drill Team kids in school.
- They want a "clean, modern, web look to the logo. The logo should stand out and be recognizable. People should be able to see very clearly that our name is Army Navy USA." Those were their words.

The direction I took with these concepts is to use bright colors that are recognizable so I went for red, white, blue, and tad of grey. I made them vibrant, brighter than the normal US flag colors would be. I want the logo feel familiar to people when they see it, hence it's close correlation the US flag.

So any feedback would be greatly appreciated. I'd really like to know if my choice of colors and font/sizes are good, any ideas to add or take away from the concepts, and the one(s) you like the best/worse.

So enough talk, here's the goods. Thanks again for taking time to help me.

This is the current logo. It's an old concept on the classic flight wings design. For anyone who doesn't know, flight wings are part of a pilot's (military & civil) uniform usually worn on the chest, shoulders, or front of head cover:


First Concept


<a href="http://xs.to/xs.php?h=xs229&d=08284&f=anusa-logo-draft1a-no-head506.png" target="_blank"><img src="http://xs229.xs.to/xs229/08284/anusa-logo-draft1a-no-head506.png.xs.jpg" title="Free image hosting powered by xs.to"></a>

(This one has some subtle shadowing)


<a href="http://xs.to/xs.php?h=xs229&d=08284&f=anusa-logo-draft1b-no-head583.png" target="_blank"><img src="http://xs229.xs.to/xs229/08284/anusa-logo-draft1b-no-head583.png.xs.jpg" title="Free image hosting powered by xs.to"></a>

Second Concept
<a href="http://xs.to/xs.php?h=xs229&d=08284&f=anusa-logo-draft2b633.png" target="_blank"><img src="http://xs229.xs.to/xs229/08284/anusa-logo-draft2b633.png.xs.jpg" title="Free image hosting powered by xs.to"></a>

<a href="http://xs.to/xs.php?h=xs229&d=08284&f=anusa-logo-draft2d595.png" target="_blank"><img src="http://xs229.xs.to/xs229/08284/anusa-logo-draft2d595.png.xs.jpg" title="Free image hosting powered by xs.to"></a>

<a href="http://xs.to/xs.php?h=xs229&d=08284&f=anusa-logo-draft2e822.png" target="_blank"><img src="http://xs229.xs.to/xs229/08284/anusa-logo-draft2e822.png.xs.jpg" title="Free image hosting powered by xs.to"></a>

Third Concept
<a href="http://xs.to/xs.php?h=xs229&d=08284&f=logo-3146.png" target="_blank"><img src="http://xs229.xs.to/xs229/08284/logo-3146.png.xs.jpg" title="Free image hosting powered by xs.to"></a>

<a href="http://xs.to/xs.php?h=xs229&d=08284&f=logo-3b368.png" target="_blank"><img src="http://xs229.xs.to/xs229/08284/logo-3b368.png.xs.jpg" title="Free image hosting powered by xs.to"></a>

The first concept is a bit "hard" but seems to fit with the client request and general theme... you might try a "surplus khaki" instead of the gray/silver was it gets a bit washed-out and light on some screens (especially when resized).

Not a big fan of the "party time" second concepts, from the perspective of the business in question.

They're all nicely-done from a purely cosmetic standpoint though.

__________________

The Chiron Group