I was given the advice to update the logo from a marketing firm we hired to rework our website, blogs, job boards, etc. While we are looking for a modernization of our logo, keeping the smiling face"H" as part of it, we are not against a fresh approach.
Their comments were:
The colors and concept need to be freshened up, and should be made more modern and professional looking. They also don't think the two serif fonts that are used go well together (they would make the tagline a sans-serif font).
I’m not opposed to blue and yellow, but the colors are bright and “standard”. That blue looks like the default internet link color blue. A warmer, less saturated tone would be more modern.
Also, the “H” and the happy face has gradients and shadow effects, but the rest of the logo does not. I would keep it consistent because the two styles don’t match. Note that the effect on the “H” looks like a default Photoshop effect, which can make it look dated. There are much more subtle and realistic effects we can apply now that would make it look more modern.
The objects in the logo do no align to each other. For example, the blue bar at the top aligns with the left side of “appy” but doesn’t align with the right side of the text. It also doesn’t align with the top of the “H”. The tagline “Personnel Group, Inc.” looks like it’s floating arbitrarily because it doesn’t align with the top or bottom of the yellow bar or with the bottom of the “H”. Alignment is important to make a strong, clean statement.
Spacing is a bit off. I would move the yellow bar down to give the “H” more breathing room. The yellow bar is also too close to the tagline.