Perhaps it is just my own interpretation but these make me think of transportation, courier services more than the type of business we do. They would feel right at home on a delivery truck but maybe not so much on graphic/web design, ad agency website and other collaterals.
I like your new concept much better than the original one, especially the colors in #28. Could you try and make one where the arrows are a bit smaller since the proportions to the type might be a bit too big as is now.
Could you also round the top part of the second F where it merges into the L as to make it more into an half-circle more symmetrical kind of arch.