Prepare yourself for some scattered thoughts.
We have been around for 15 years and our company values are simplicity, service, mastery, and culture. In 2012, our mission statement was "OUR MISSION IS TO PROVIDE SUPERIOR IT SUPPORT AND SERVICE TO OUR CLIENTS THROUGH CUSTOMER FOCUSED, FRIENDLY, PROFESSIONAL AND KNOWLEDGEABLE STAFF." We are currently rephrasing our mission statement (see brand strategy notes)
In regards to simplicity, I do believe that our design should be simple/minimalist. Right now, our brand has no meaning or feeling behind it and I want to improve our first impression. It would be nice to see the 4 lines incorporated somehow into the logo. Orange must be incorporated.
Our brand persona / archetype is a hybrid between caregiver (http://www.nvision-that.com/BlogRet…ectType=55) and ruler (http://www.nvision-that.com/design-…-the-ruler) leaning more on the side of a caregiver.
The file "Sure Systems - Brand Guidelines" was built 5+ years ago.
Our clients enjoy our superhero avatars (see more at https://suresystems.ca/about/our-team/).
If you take a look at "logo modernism," I am a big fan of these flat and timeless designs.
Ideally, the font that is used is either a google font or a font that is natively installed on computers.