I think this is a good start. The colors can be worked out further towards the end although I would say that muted colors schemes like
#8 do not appeal to me.
I do think you are on the right track as far as the logo is concerned. I would like to see the form/F image fleshed out some more. Curious how it might be directly integrated into the name itself and made more clear. However, it does embody simplicity along with style. If I can find one that by itself is more square than rectangular (your currently would fit inside a wide rectangle), I could utilize just that mark - apart for the logo - through out a page or sitewide. So it has promise.
Try experimenting with different type faces as well.