Branding mark for ETC.STUDIOS, a creative services company. The name of the company came from the word ‘etcetera’ which, when used in normal written form is ‘etc…’ (i.e. ‘Looking for a branding package: logo, stationary, collateral, etc…’). Meaning we would do it all, everything and the unknown. The ‘etcetera’. Knowing that the human eye loves symmetry and some of the most powerful icons in history are circular in nature, we decided to take the ‘…’ after ‘etc’ and house it in a circle. All-in-all, we are pretty happy with it.
Credits: Reis (Erik)
” the word ‘etcetera’ which, when used in normal written form is ‘etc…’ ”
That explanation makes no sense whatsoever. An ellipsis is no more a fundamental component of “etc.” than is a period, comma, semi-colon, or exclamation point.
I like the idea behind the logo but I don’t find the execution very convincing, if I may say so. First because ellipsis are normally placed at the baseline of text and not floating on the mean line (that’s why I didn’t get it before reading the description). Second, confining the dots inside a shape seems to contradict the meaning of etc itself (i.e., and so on, and so forth). Maybe it would have been better if it were a circle/shape followed by ellipsis like this: o…
Just my thoughts
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I have seen a few similar logos like this before. I like the font, but think the logo is not there yet…
Err… Where’s the ‘design’?