interesting idea . . . however, i would've never been able to read what it said without knowing the name of the company. Maybe take the idea but refine it in a way that makes the name legible.

I agree with Sally, the mark is difficult to read. I can maybe see the "l" and "e" without knowing the word. However, I like the exploration you're doing with the type and think that you could be on to something. Taking the idea of the word "pulse" could offer up some interesting solutions. What about establishing a rhythm in the design that helps distinguish one letter from the next. You could play with varying baselines or the idea of alternating letters getting closer and further away. I should also say that I like the way the "s" and "e" are connected in your 2nd example.

The mark would have no future, unless most people could read it within a couple of seconds.

Take a look around: it will take you weeks to find a trademark used professionally with an equally low legibility.

When presented with a riddle giving the notion that this can't be easily solved, the spectator turns his head away and looks at something else.

I think you should go a different direction.

--
S

Thanks for the feedback. Fair points.

Ty: the rhythm idea is an interesting one. I had played around with the letters expanding and contracting alternatively. Im just finding it quite difficult to get all the letters to flow..

Another possible solution:

Like the others who have posted, I was unable to read your initial typeforms, but this latter concept is much more legible. I think I like it

alex--i really like the direction of this new logo. much more legible, overall a cleaner more professional logo. i am not quite sure if the variation in dot colors is working -- it is so gradual that is not that noticable . . . it seems as though it would not be noticed unless the logo was quite large, etc. especially the dot in the "p" -- it is hard to notice even when the logo is large.

Alex:

I noticed this identity while browsing through the latest issue of Architectural Digest and it reminded me of your project

The first logo is too cryptic, I agree with Sally, that it is very hard to read, especially for an untrained eye. The latest post is much more legible, but still takes a bit too much effort to read for the avarage person. Imagine this logo in use on say a delivery truck, driving at 40mph and people trying to read it in a busy street. Consider all uses from web, signage, catalogs, b/w, color reproduction, etc... and think about this from the userbility
aspect of the design versus the creative/artistic aspect.
I did design for a similar type of client last year. Simplicity is
sometimes the best approach. Like all work it is important to consider end user/consumer instead of just delivering something client/company likes. You are in the business of solving communication issues and not an artist. Consider how this company would grow with the identity you create. Test it
in black and white. small and large scale, blur it a bit to see how it would be recognized by someone with poor eyesight, dyslexia, etc...You can charge more money with this approach and make you business more profit, ands serve your client's needs better.
As for what you have done so far. It is very nice and artistic and I personally like it, even though that really doesn't matter.

Alex, if you want something abstract use a straight legible typeface and make a mark thats abstract that represents pulse.

Scott: The Flexform logo is really nice.

Im still working on the project. The logotype that has been chosen by the client is
much more simple and legible. It still, I hope implies meaning, being both structural and pulsing.

The final logotype is reversed out of a colour block and bleeds off the left of all stationary items.

Alex:

I think this latest concept works. The type obviously doesn't have the legibility issues that the others did, and the break in the letterforms implies a pulse

Scott, Im glad it got across that meaning.

The end section is cut from the colour block and placed above the contact details at the bottom of A4 correspondance etc.. And also above the text on the reverse of the business card. Im using the removed bit from the "e" as a building block which is placed elsewhere to balance the design.