I'd like to be able to use (part of) the logo as small square or round avatars; think Facebook, Twitter, LinkedIn, GitHub, etc. So it should be recognisable when small and square or even round. Of course the complete logo with name or whatever can be bigger.
The biggest problem I have with the current logo (that I whipped up myself, please don't judge) is that it's absolutely not usable as a small avatar, see https://github.com/loopwerk for a sad example.
Because the name of the company is Loopwerk and Dutch clients know what it means (and I'll probably keep the short blurb about mechanical watches on my site), I don't *need* the logo to literally reflect a clockwork in any way. So please don't assume it needs to be a gear or watch or something. Not saying it can't be, but yeah be creative and unique! :)
Some keywords that come to mind: the internet, smartphones, high tech, IT, robots, automatons, the Jetsons, 8 bit, software, code, Apple... That kinda conveys what I do I guess.
I prefer that the name and logo shape are separate. Definitely not the name Loopwerk with the two o's replaced by something else.
It would be great if the logo would also work in black and white, for example for when printed on a t-shirt. That means it can't depend on shading or colors to make it work, even though the logo would normally be in color on the website etc.
So in conclusion:
1. The logo shape HAS to be usable as a small (square or round) avatar.
2. The logo HAS to be unique, original and recognisable. I think that using a gear, loop, the letters LW or something like this is just not going to make it unique enough.
3. The logo shape has to be separate from the name.
4. Depend on the shape to be recognisable, not on colors or shading.
Please send only 1 version per concept. Thanks!