Logo critique and ideas required

Our small company (a Health and Safety Consultancy), has been using the attached logo since we founded 4 years ago, and think the time might be ripe to re-hash it.

Could I therefore please ask for a critique of what we are using and any suggestions as to how it is felt we could improve our image with a redesign?
We would want to keep the white cross on the same green background as part of the logo. Although the word 'Direct' is emphasised on the current logo, this doesn't necessarily have to be - if anything 'safety' is the prime word.

Thanks

Looking at the web site, I would say that emphasizing the word "Direct." At the same time, I am uncertain how the tag line of "Sensible, Practical, Cost-Effective ... " strikes me. To me, that tag line doesn't bolster the "Safety Solutions" part of your business name.

The logo. What does the large green rectangle represent? To me it seems like filler in order to make the logo X long and the words wouldn't accomplish that themselves. I'm not advocating removal, but it should serve a visual purpose. Now that it has been in place for 4 years, I wouldn't suggest ad hoc removal anyway.

I would suggest reviewing the green rectangle's purpose. Then seek to alter it. IBM changed their logo over time. Often subtlety, sometimes a little less subtle. So without knowing what it is to represent visually--if anything--or its purpose, I wouldn't have a suggestion.

Take care, Mike

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Originally Posted by mwenz

I am uncertain how the tag line of "Sensible, Practical, Cost-Effective ... " strikes me. To me, that tag line doesn't bolster the "Safety Solutions" part of your business name.

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Exactly. It's a business. Busimess is about profit. Health care can get in the way of profit.
After all, the health-care industry can not make a profit out of healthy people.

Sorry, digression happened. Re the logo - here's an idea to play with.
What you have right now is more of a letter heading or adverising banner than a logo.
I don't fully know what each symbol means, not my symbols.

However, just something to play with. It may kickstart some ideas, or even a "solution" >cough<

Attachment 90771

Here's a few ideas.

My suggestions

I decided to have a go at this

Attachment 90782

Thanks for these folks. In answer to mwenz, the original intention of the green rectangle and cross was to use the green to suggest safe and the cross can be aligned with health - abstract and contentious, I know. But we feel that that image has become symbolic, could be we are misreading that?

Being a consutancy however, we want any new logo to provide an impression of professionalism as much as anything else. Rik's circular and angelise's idea hold some appeal - probably because they move away from the current - but does the flag convey professional, and is the circle too much of a change away from a rectangular shape? I also like Rik's extension of the current.

My remarks probably explain why I asked the suggestions in the first place, being an obvious amateur on the subject. But your comments are certainly stimulating.

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Originally Posted by basils57

Our small company (a Health and Safety Consultancy)...

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As you mention 'Health' first as your company's area of expertise, I would suggest you incorporate it into your logo. I came up with the following:

Another one for the pot.
Attachment 90789

Here are my ideas about logo

Attachment 90959