Logo for Dimples ink-saving fonts

This is what dimples (or Dimples or DIMPLES, etc.) was looking for in their logo design

Dimples (http://GetDimples.com) is a company that makes ink-saving fonts and software using tiny perforations (hence 'dimples') to form negative spaces inside printed text. As part of our company re-branding, with the logo we're aiming for these goals:

CLEAR as in legible- so the font should be very readable, crisp.
EASY, user-friendly- so it shouldn't look too complicated.
FUN, as in a bit different, so there should be personality.
PROFESSIONAL, since our target market is company execs and administrators.
DIMPLED, conveying that we 'dimple' text.
USEFUL - so the value should be immediately apparent (something encapsulating saving money, environment, ink).

As taglines, we've been using 'save ink money earth' and/or 'it's like printing money'.

We really like clever use of typography and simple shapes.

We've included our own (failed) logo ideas and an enlarged sample of our "dimpled" fonts. You can check our website (above) for… Read more