I appreciate your feedback and am glad you like this. Here are revised versions: #61 plum-grey; and #62 plum-black. Thank you.
A few (more technical) notes:
Given the slight gradient, any version would look good printed with two or three spot colors, or 4-color process. When reversed out on a dark background, the "& company" would change to the lighter plum color to stand out – or the whole mark would go to white (which would look smart).
I explored other color options such as making the "K-LINE" type plum, but it took away from emphasis of the "arrow" of the large "k". Looks best when the plum is sandwiched between a darker color (grey or black). I also explored adding a slight gradient to the grey-black stem of the large "k"; it works better solid because it corresponds with the angles of the K-LINE type. I did adjust the letterspacing of the uppercase letters very slightly so that the E balances more evenly.
I've got some ideas about how to push this logo a little further and will post revised versions later today. In the meantime, additional feedback would be much appreciated. Thanks!
For your review. Overall, I tried to streamline the logo into one memorable unit. This revised mark is a true logotype so that the "k" mark reads right into "-LINE". On the previous versions, the two k's next to one another made it a little tough to read.
Other tweaks include deepening the purple, refining the thin descending curve, stylizing the hyphen and choosing a more legible and contemporary typeface for "& company".
fyi: The danger of having too small (or a heavy weight) of type in a logo is that the a's, o's and p's will inevitably "close up" when printed at smaller sizes, turning into an illegible blob as the ink soaks into the paper.
#91 – I took this into consideration when typesetting "& company". It is an "open" enough font to remain light at large sizes yet very legible when the logo is reduced to smaller sizes (i.e. when K-Line is one of many sponsors of an event etc.).