The first logo for Invista works very well. It is composed of several different sized circular graphics. These are representative of the polymers and the process of creation that the company goes through. The circles are also representative of the many different kinds of polymers that the company creates. There are many different types of polymers, but they all come together to form Invista. The graphic is easy to recall and has an interesting graphic. It can be easily adapted and has good readability.
The Amplify Functional Polymers logo is not as successful as the Invista logo. The crossing of the letter A is unique, but carrying the cut out shape across all the letters effects the readability of the word Amplify. The rest of the logo is easily read and displays what the company does, but the company name doesn't come across clearly. I don't think this logo would be easily adaptable. At half size it might be come very hard to read the word Amplify because of the slash through the letters. Also the treatment of the word Amplify doesn't relate to polymers or even to the literal meaning of the word amplify.
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