New Logo Direction

I don't like the loose logo i created at all i look at it and i just am unhappy with is every time i see it. It doen't work by it's self or with anything else type or image based. 

We have printed t-shirts with is on but i am the client for this logo so i just can't have it. I spoke to chris about it and he said show him something better and he will be willing to change this late on in the brief. 

I got the tablet out and tried a new style of drawing. I didn't want to do joined up lettering i felt the word loose didn't flow nicely to do this. so i Tried drawing single letters at a time. 

This drawing i stared to like. i really like the formation of the "O" and the "S"looks really nice. So what i would do when i found a letter i liked i could take them and try and imitate the good letters and create a word that flows in the same style lettering. 

The logo now is moving in a better direction i created the L and the "e" derived from the "o" following a similar curve making the word low much better.

I then made the typeface thicker to close the to gap of the o's stopping any chance of them becoming a u. Making it thicker has also brought the letters forward and made them sit together much better. I also started to experiment with highlighting the curvature of the lettering.

I then played around with different ways of excentuating the curves with a with line showing twists i the lettering. i am starting to like this direction more. 

I developed the places i created the twists at and i think i does add a nice touch to the word. I am so much happier with this new logo direction and happy i pushed myself to do it instead of taking a direction i wasn't happy with just because i got comfortable with it. 

Chris really was impressed with the new logo aslo an i think it gave us a bit of a lift after the first print run with kind of put a bit of a downer on us both. 

I think it jells much better for our target audience and am curious to what Amber will have to say tomorrow in my progress crit. I would want to find out if she feels we are running out what her opinion in changing the logo in such a late stage.