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I am working on a logo for ACI International, formerly called the American Concrete Institute before its scope became global. It is a large, committee-based, 100-year-old, conservative, knowledge-generating organization that makes decisions by consensus. This logo is of one of those decisions.
The consensus is that they want to keep the globe from their old logo and that they want to incorporate a "tagline" into the logo. Also, many folks on the marketing committee (and board) like the longitude and latitude lines on the globe. Some suggested just adding a "swish" to the old logo in order to create a sense of dynamism. The idea of "movement," therefore, seems important to them.
I've uploaded the original logo and two versions of the new logo I'd like to propose.
I used Frutiger Bold for the logotype, and I added slab serifs to the I's because they didn't seem substial enough. Please tell me if I've committed a typographic sin by doing so. I used Frutiger Extra Black Condensed for the tagline. One of my constraints is that I'm limited by the fonts I have on my machine, unless I can demonstrate a compelling need to buy a new one. Please let me know if you think Frutiger is overused for a logo and, if so, what recommendations you might have. I also have Meta on my computer; I thought about that as another okay choice.
As for the logomark, I've tried to incorporate some of the elements of the original globe, including the longitudinal and latitude lines. I thought that by having the blue-shaded part advancing past the midpoint, it maybe gave the impression of the dynamism they were looking for. Might be kind of contrived, though.
There's always the possibility that the committees will decide to keep the original logo (or a "very slightly tweaked" version of it), but I'd like to present them with the best alternative possible. Thanks for your input!