Admittedly, the WoodRight brand is complex and it will be impossible to represent every layer of what we do into a single logo. However, here is a bit more background to provide some fodder for ideas.
While our products offer numerous environmental benefits (FSC certified, better wood utilization/less waste, lower carbon footprint using regional species, etc.), if possible, we would like to communicate our commitment to a larger view of sustainability that is more than solely environmental - one that includes social and economic benefits. We intentionally source from and assist wood product producers in one of the U.S.'s most economically distressed regions (the WoodRight brand was actually born out of a rural economic development project by three non-profit organizations in central Appalachia).
True sustainability combines with the uniquely beautiful look of high-natural character wood to offer this promise to the customer: "Wood that reflects your character."
Finally, we are trying to communicate simplicity. It can be very difficult for an architect, builder, or owner to source multiple different sustainable wood products from multiple different product categories from multiple different high-quality suppliers on a given project(s). WoodRight intends to be THE single source for responsible wood building products.
Here are the elements that we like and dislike for each of the attached logos.
The "woodenhouse" logo is a creative use of negative space and aesthetically pleasing, but it is a bit literal: tree+building. There is nothing that speaks to any social/human characteristics or beautiful natural wood character.
We love the modern edginess of the "forwardtree" logo and the creative subtle combination of meaningful elements (the positive idea of the forward button, the possibility of a simple dot for a doorknob at the crook of the tree could symbolize a door/building). The only drawback is that the tree in a compromising position by being on its side. The fact is that trees are often cut down for lumber, but it could be akin to a beef producer using a severed cow head for a logo.
The "building logo" again uses abstracts and negative space creatively in that it could be interpreted to be trees in between houses or people in between houses holding hands symbolizing community without being too "kumbaya". The slight increase in size from left to right could represent tree growth or economic growth, but also risk compromising symmetry sensibilities. Generally, it is just too bland and not very iconic.
The "companyname" logo creatively brings together several possible elements of WoodRight. The people could also represent the mountains of the region. The houses show that we do building products. This logo just feels a little too sophomoric and non-profity. It needs to be a little more upscale and polished for a somewhat more premium product.
We like the simplicity and incorporation of the speech bubbles in the "speech garden" and "thinkhouse" logos in that it could represent the story and the fact that we want people to feel like using WoodRight "says" something good about them.
The "woodology" logo is the only one that successfully represents the natural character of the wood and does it in a more upscale way. The "W" in the woodgrain is nice given our name. Our reservation is that it may have a too upscale, traditional lumber/millwork industry feel to it. Maybe a more abstract representation of woodgrain would help.
We liked the attached WoodRight log/bark cross-section because of its strength and how well it would work as an icon that could be stamped, embroidered, etc.. However, it didn't have much of a message in and of itself and was a little on the matter-of-fact/traditional side.
We liked the attached WoodRight fingerprint tree logo because it incorporated the personal, human, social elements. However, the detail of the fingerprints would be hard to reproduce in a brand stamp on a piece of wood or in embroidery on a hat. Additionally, the thin twigs that form the "W" are too weak and fragile looking.
While we didn't include an example of an "emblem" mark (e.g. Starbucks, Harley Davidson) we are definitely open to ideas in that realm.
One idea I have pondered is somehow incorporating the three overlapping circles (environmental, economic, social) of sustainability or the resulting reuleaux triangle shape that is created in the middle (http://en.wikipedia.org/wiki/File:C…uleaux.svg). This is not by any means mandatory, just another conceptual idea.
Feel free to ask questions. This is important work to us as there is more than just money at stake and we want to get it right. We will do our best to be as engaged as you need us to be through the process.