Geoff,
Definitely more interested in signage for the big sign outside (#46 and #41 are very good). That can naturally translate to collateral once we get there (receipts, postcards, etc.).
There is another guy in the competition who introduced this little bird idea. We think its very clever to have a sub icon. Badges, guns, etc. Not sure where that may apply in the logos/signs you posted but some food for thought. Maybe you have some ideas on ways to incorporate.