Logo Design Rationalé

The above logo combines a parasol (drawn simply as an elipse), the sun and a person in shadow. These influences follow recent advise from the previous design.

The line work is remains simple and, to a great extent, geometric suggesting the technological nature of the company. Continuing some softening of the elements of the previous design (so that the focus is not on the technology itself) the person is drawn using non-geometric forms.

The loose alignments of the elements further reduces formality in the design suggesting a friendly/flexible side to the company.

Following feedback on colour from the previous design, here the colours have been softened introducing grey in place of black to suggest a soft shadow and orange instead of deep red/brown to suggest the heat of the sun.

I have kept the same typeface from the previous design, with a few adjustments in weight and case, as this seemed to fit the new design and was felt to be appropriate previously. The slight slant on the letters I feel also helps to emphasize the "shadow" idea without being overly italised.

As mentioned in my proposal document, some further adjustment in the line work may be required before the logo is perfected.

Feedback regarding these elements would be useful as alternative versions based on these elements may be produced from which a final design may be selected provided the base elements satisfy the design criteria.