Yes, #15 is definitely a fun Wally, and design. Shared it with my review team, and while we like the concept, it doesn't read ice cream to us. The first impression was a dog-related business. So, how do we build up the treatment of the ice cream to shout ice cream?
In #22, we really like Wally hanging over the sign--that's cute! But, ice cream is missing from the logo. We feel pretty strongly about the need for ice cream within the logo. Can that be worked in?
#38 is really different! It would be great if Wally were somehow enjoying the ice cream, rather than appearing on it. I like the new font for "Wally's". Is it possible to use that font in #25?