Structural strength is, in fact the company's differentiation. The first round of logo brands conveyed a forward-looking, minimalist tech company with structure and order, playing on the company name.
As long as the image conforms to the brand message, we're happy to take suggestions. We iterated on the geometry to give the client various subtle refinements and color choices. Blue conveys calm and control; red conveys excitement and adventure.
This process is more subjective and based on 'feel', because the essential brand message elements are already captured in the bug.
Usually, the client decides on a final arrangement of the logotype.
Additionally, we didn't spend adequate time developing the brand message beforehand, under extreme time pressure to get a website released quickly.
A broad variety of concepts were shown first to give the client a direction.
After viewing the first set, the client knew she wanted to express the name as part of the logo; a 'logotype'.
A wide variety of retro and styled logotypes were presented to further narrow down the direction.
She chose the one at the top right with a more modern feel. This gave us a direction for the final set.
We went for the tattoo/gangster look that is familiar to everybody. The client wanted a trendy look and and can easily update it in a few years.
The face, of course, integrates a bracket symbol to reflect the brand statement creatively. This is a powerful combination, because integrating the familiar into an unfamiliar context improves the logo's communication to the customer.