I've gone over the brief and what stands out for me is the letter "U" should not stand beside the text, visually it would read as uuurbansimple.
How do we correct this by not having a stand alone mark with the text, but rather a stylized letter "U" that can be easily attached to represent urban simple when required such a favicon, the small 16x16 pixel image used for website bookmarking, as a stand alone mark embroidering on ball caps etc.
The stylized U is int he form of a leaf to give an organic feel. We can edit color at anytime.