Originally our brand was aligned with surf/snow/skate brands but as time has gone on our brand has evolved and we now attract Men with a high disposable income and a love of the fine things in life (Watches, Sports Cars, Cigars and surfing and mororbikes! etc). So we want to reflect this in our brand.
The main things I don't like with the current logo:
-the font of Patricks (I like the modern, clean look of Helvetica but can't seem to make it work with the logo) open to any font ideas though
-where Patricks and the logo are placed (they look too seperate from each other)
- although I want to keep the symbol, it needs an upgrade, either colours, using only one colour, size, taking the outside circle off etc (but I'm out of ideas)
-the whole thing needs to look more classy and sophisticated but not boring
However it looks though, it has to be masculine!
The logo and name are mostly printed on a black background.
Thanks very much for your help!