The target audience for this logo is m/f / 35-60 /professionals. They are either Executives, Marketing Specialists, or Facilities Managers within an educational or healthcare environment.
We would like our logo to convey our business model with a strong, confident message.
The use of a directional component (symbol) at the head, or somewhere in the logo would be great. It should be subtle and shouldn't overpower the name. It should also feel organic and not forced in. We have been playing around with an arrow because it really represents what we do, but the 2 logos attached with the arrows are lacking that memorable aspect.
The blue and red logo attached is the one we currently are using and it just doesn't work on a number of different levels (Including bright red color bar, All Caps, etc..) We would like to go as far away from this look as possible. The font is too hard edged. We also want to stay away from fonts that use serifs because in our business clarity, contrast and readability of the fonts we use is very important.
Another thing that we really want to do with this logo is to play down the word "Solutions" We'd like to see a logo that has at least 2 colors, and plays with different copy weights and sizes.
We used Brushed metal in a lot of our marketing pieces so something that would work well on that would be nice, but is not required.
Keep it clean, modern, readable, and make it "pop" in a classy, professional way.
Thanks for your help!!