I really like the way this logo looks. The typeface is strong on "FORCE". I like the colors in the two arrows. What is the symbolism of the arrows pointing to the "R"? Will readers lose the word "FORCE" and think the business is called "FRE"? I like the typeface for "Executive", but I am concerned that it is too thin relative to "FORCE" and will get lost as the logo is used in smaller treatments. Would you please do a version that removes the line in between the two words? I would like to see that treatment.
The arrows symbolizes force. I got the idea from most science textbook's illustration of force. Since they are on one line, I don't think the reader with treat it as "FRE", however I would play with the colors more so that the letters would be more integrated with each other.
And yes, I will also do some other variations based from your suggestions.
#77 is a really interesting symbol. I can see that it is a stylized F, but it also looks like a callout for a quote. I like the typeface. I think EXECUTIVE needs to be a little larger relative to FORCE, so that it doesn't get lost in smaller treatments.