I agree that the logo needs to be readable. I initially thought that it had to go vertical but after seeing some of the options I like the idea of it reading the horizontally and clear. I just want something to show us moving vertically which you did with your arrow. I really like where you are headed.
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Your stitched hat example is vertical and it's in the brief but I find this to be a difficult read without turning my head or the thing it's on.
Please advise.
dasx