We like the symbolism of the logo in that it signifies upward progress, growth and momentum and also abstractly represents a home. As well, we like how the logo is impactful, memorable, sophisticated and elegant. We'd be interested in seeing some variations with the following:
1. Try a Sans Serif font 2. Try stacking "American Home" on top of "Equity Partners" 3. Try 2) and have "American Home" and "Equity Partners" be different colors or different shades of the same color 4. Try the "arrow" in a deep red color to stand apart from the rest of the icon.
After looking over the new designs today, I think I still like the blue designs the best. Although, would it be possible to try just making the middle arrow red, and keeping the lower arrow blue/grey? Regarding the font, while in general we prefer sans serif, this logo may actually be stronger in your original design. I do like #21, #22, #27, however. I'll post more comments as I get feedback from the team.
Thanks Ong. It's helpful to see the new variations you created. I think I still like your original the best.
Some of the team members think that the logo may resemble the Chevron logo a bit. Could you modify it a bit and give us some other variations or even try something new (we'll let you use your creativity) to see if we can come up with something that is more distinct from Chevron's logo?
Thanks Ong for the new ideas. #80 and #81 are simple and elegant. However, some on the team have seen similar concepts and felt that this might not stand out enough from other designs.