I'm open to the text being EndFirst or endfirst in the logo. The words End and First should be stylized differently enough that it's obviously two words, not one long word. Final design must be a vector image, so please don't enter if you don't have the ability to produce a clean vector image. In addition to below, please see the attached PDF file for some ideas on what I like and some ideas to try out.
The company name EndFirst sprang from Stephen Covey's Habit 2 "Begin with the End in Mind". Like Covey's habit 2, it should convey a sense of calm and purpose that comes from knowing what is most important. At the same time, the tagline "Accelerating Teamwork" and even the words "End First" seem to point to success and winning a race. So, the logo should somehow depict winning while also showing inner calm & peace.
As for the type of logo, I like a wordmark a lot. I picked the "Events in Bloom" logo as it's a wordmark, but it is too feminine. Something more neutral like the FedEx logo could work. One thing I like about FedEx is the hidden arrow in the logo. Other wordmarks that I like are Visa, Disney, and the NASA worm logo.
I also really like the idea of a character or item that represents the company (like "Happyfresh" and "SpotNinja"). It can be playful like these, but can't be too kiddish. Some other "character/item" logos that I like include Ferrari, Target and Docker.
Finally, I also like an abstract image or design element that goes with the text to give some interest to the text (like "the nest" and "moacreative"). Intel and Lego also take simple text with a badge or swoosh around it to make a unified logo.
Above all, I want a logo that is memorable and conveys meaning about the company on first glance.