Oy... where to start?!
Kudos for putting yourself out there for critique... but this logo has a lot of layout problems and very little visual appeal.
But instead of just stating this and leaving the thread, I'm going to try and enumerate a few constructive points which I hope you'll take into consideration:
Fonts - It's generally a mistake to use Brush Script, as the others have noted. It's an unattractive font used to excess, much to the visual pain of any decent designer. It's mere presence calls into question the business's legitimacy and shouts 'low-class establishment.'
Mixing a script font with two other 'serifed' fonts is almost always a visual nightmare. Generally speaking, if you're using a script or serifed font in the business/or headline title... you should use non-serifed fonts for the balance of the message.... and then, you should try to keep the total font selections within the logo/sign to not more than 2 or 3 as to keep it clean and cohesive.
Using a myriad of different fonts is akin to using every transition available in a PowerPoint Slide-show...it's tacky, visually offensive, and shows a lack of professional design skill.
Additional Note Regarding Font Choices - I have NEVER seen an instance yet where the font you used for the word "Elite" EVER looked good.... to me, that font (forget what it is called) is as bad a choice in a layout as Brush Script. Font choices should not be taken lightly - they should be very carefully considered as fonts all exude a very unique personality that either supports or compromises the visual effectiveness of a layout.
Outline/Stroke Weight - shown around the word "Elite" is excessive. Doubling the weight of a font stroke generally causes legibility issues...and well, just plain looks grotesque. Not in every instance, but probably 80% of the time. Don't get caught in Outline Overload Mode.
Steering Wheel - This is a very "ho-key" way of treating a logo; people don't need a car part to determine that the business is auto related. If you want a supporting image to help connect the name of the business, consider having the image be size/fashioned so that it has a secondary emphasis. Perhaps use the image as a much smaller icon to go *along* with the business name.... like the *L* icon used with the word Lexus, etc. Don't necessarily make the icon the overpowering focus. As it stands, a big 'ol steering wheel makes me think more of a redneck go-cart track out in the woods somewhere. Sorry - but that's what I perceive.
Also, the wheel itself could be less clip-arty.... something more stylized. The one shown looks like the first practice run at figuring out how to create vector shapes with CorelDraw...it just looks very flat and lifeless.
Copy Emphasis - Danville Elite Auto have roughly the same visual emphasis, yet are completely disjointed from one another by virtue of the difference in font sizes, colors, angles, outlines, etc. What do you want the main emphasis to be? If it were me, I'd probably have 'Elite Auto' as the most prominent font/style (using the same font, color, etc for those two words) and Danville a smaller element positioned above (either flush left or centered above "Elite Auto")
The other descriptive copy should be positioned together below the Business Name.... why do you have it separated on opposite ends of the logo? Simply because there is an open space in the steering wheel one would presume...but this reasoning shows an elementary awareness of design layout in my opinion.
Colors - eh.... kinda so-so. They're just *ok.* Don't get stuck in the conceptual rut of thinking that a word such as "Elite" or any other upscale term requires the use of the color "GOLD" to prove that's it's Beverly Hills calibre...especially if the business is located in a small town rural setting.
Well, I hope this has been taken as constructive advice...I know it's not fun to be negatively reviewed, but if you take the advice of more experienced signmakers to heart, you will begin to show progress and ultimately be happier with your results.
Back to the drawing board, and good luck.
View attachment Elite_Auto_Logo.bmp
