Make sure your image is in RGB mode or else a lot of people won't be able to see it.

- Lex

It's there now. File size must have been too large :S

I like the script. I don't know if it is appropriate, but I like it.
: )

thanks. we're trying to decide what is "appropriate" too. our old logo is quite similar to the one on the top here. we're ready for a change, but don't know if the script is too feminine.

Although I do like the script, I feel like it is pretty trendy right now, and am partial to the top example. It feels a bit more intelligent and calculated to me – the others simply do not read as being finished to me.

These are all pretty solid designs, but none of them are "wow". With a name like lift, I think the design has potential to be a bit more clever.

Try #3 with a black dot over the 'i', and add the blue dot at the end of the word, raised as if the 't' is "lifting" it.

- Lex

I like them all. Come up with a creative branding system that uses them interchangeably. For a challenge. ;o)

I like them all. Come up with a creative branding system that uses them interchangeably. For a challenge. ;o)

This is actually what we were wanting to do from the start so maybe that's the way we'll go.

Try #3 with a black dot over the ’i’, and add the blue dot at the end of the word, raised as if the ’t’ is “lifting” it.

I like this idea; it helps the design to be a bit more clever and enhances the playfullness.

We also found that the "T" on the top logo looked a bit like a propaganda'ish hammer, which has some possibilities with the build side of things that we do.

What’s the story behind the name?

The name came from the desire to "elevate" or "enhance" the presence and identities of our clients. We were also fascinated by the force of lift that is involved in flight.

We were also fascinated by the force of lift that is involved in flight.

This makes the script more relevant. I was thinking heavy-equipment before.

That's a good point. The script is definitely lighter.

I think the script is not too femme. I would move the dot on the i slightly to the right - also it feels like it's bending the wrong way. I might make it bigger too. Loose the colored dot ideas. They read as mid-90's ideas. What about adding some muscle/weight to the script version? As in heavy lifting?

explore more script…
ed benguiat would tell you to "fix the f"
it looks a bit funny with the loop, try drawing a crossbar in there.
also try to close up the kern between the f & t a bit.
maybe let the tail on the t curve up a bit more?

look forward to seeing more…

You know what? I'd go with the first one and make the middle arm of the "F" to go upwards to make the feeling of things getting lifted... going up...

Along similar lines - what if you Turn the T of the 1st one into a subtle arrow pointing up?

Or maybe the dot on the i could be raised a little. Maybe even the whole i could be raised a bit.

Fontplay experiment

@fontplayer: I can't recognize your "f" even after knowing it.

I can’t recognize your “f” even after knowing it.

Not sure what you mean, but I had the 'l' lifting the 'i', and thought it might be fun to flip the f around to make it lifting the dot. I painted in a bit. All meant in fun. My price for these brilliant ideas is zero $, so there will be no refunds forthcoming.
; )

I don't know if the script is a font, but the 'f' is way too heavy. Or the 'l', 'i' and 't' are too light, of course.