So What Do You Think About This New Logo?

[Jonopen]

That was a tough brief but I think you’ve done an excellent job.

I also think the only issue for me is the caterpillar. When looking my eye was drawn straight to it and didn’t initially understand what it was. Sometimes that can be a good thing but I’m not sure it is in this particular case.

It seems to be slightly ‘cartoony’ which seems slightly at odds with the ‘straight’ dignified theme of the logo and subject matter. Of course you could argue that a bit of humour might be welcome at such a time when people are considering which company to choose. The caterpillar could even become their mascot!

I don’t have any suggestions how to change it other than perhaps making it ‘lighter’ using more of an outline rather than filled shapes.

Edit: I’ve just shown your logo to my better half and she loves it and thinks the caterpillar is great!