Ugh...their typographer stinks. This is the worst logo yet. Seriously. SNK's product identity logos have been in the crapper recently (although SS Zero wasn't too bad).
Orange and green say nothing about 3v3 fighting. Nothing. Blood red, pearl white, or maybe orange and red for flames would be good. Or perhaps something with metallic grays and blacks--that'd be slick. But orange and green are really garish colors that don't complement each other.
And the design for that green swirl is incredibly distracting. The vibrant green plus the complex shape rip the emphasis away from the text.
Then they tried to counteract that with specular lighting that's way too strong. It makes the whole thing look overly reflective. Add that to the really useless shift down the midline of the text, and it's just way too busy. From a distance, where the logo's really going to be doing its work, those little modifications will just look like mistakes.
The canted K and F are nice, though. The bevels on them aren't too bad, and the typeface chosen is KOF'ey. But the rest of the letters are just too glittery, and detract from the K and the F. Plus, they're really too tall in relation to the K and the F.
Overall, it's really an ugly logo to me. Maybe if they ripped out everything but the K and the F, and used that as the trendy new logo for the game...then used that K and F for a full logo that was a little more refined and less busy. This logo is just too glittery and ridiculous to be used for any sort of merchandise... that I'd buy, at least. Ask yourself that, by the way...ask yourself if you'd actually wear this logo. Ask yourself how it'll look on a cart insert, or a CD case. Plus, try comparing this to KOF's previous logos. I did, and I didn't like the results at all... this slow progression into crappiness.
I like SNK a lot.
But I'm not going to be blind to the current quality of their logos because of nostalgia. If you really like SNK, you should tell them when they suck rather than praising everything they make. Otherwise, they'll just keep getting worse and worse because your input consists of lies.
But if you really, honestly like this logo, more power to you. And if most of you like this logo, and I don't, then just forget my rant.
Anyways, I'll leave you with one more thing. Take this logo, and remove the SNK from it. Pretend it's, say, Square's. Or Konami's. Take the SNK love out of the equation. Better yet, make it the logo for a game from a gaming company you hate the most.
What would you think of it then?
- Ven