I like the simplicity of your design...try to just make it a font based logo with adding your arrow to some other letters...I'm not sure how to give any more direction...but I just know I like your design style and want to see some more from you. Thanks.
#104: Try different variations of putting arrows in the font like you have done before...like the "r" "f" or the "l"'s.
#105: Try making the sweeping arrow not go up so steep...or maybe have it sweep down below the "f" and "i" but then sweep through the two "l"'s. Also, try making the e with the sweeping arrow green instead of black so it contrasts against the black letters in the background.