(Left: Before Critique, Right: After Critique)
Tom said I had too many approaches going on here. And furthermore, my brand is called “Yossarian’s”—a very complicated name and even more unreadable when done in a thick font and treated as if there was a shadow coming up from down and under (note the dark lettering on a lighter shadow). So, I went back and found a sportier font to match the sentiment of the mechanic’s name tag that was implied by the embroidery. I got a lot of comments on the embroidery. It takes a patch found at a thrift store and a high quality scanner to a make it look like I had a customer patch label. And don’t forget the few hours in Photoshop.