I'm not sure I would call it an ambigram, even if it shares the same visual tecnique.
I like it overall and think it has potential. Have you tried to use more round curves?

To me it looks more like "121".

Personally I'm not a big fan of ambigrams as logos, as you often end up with a design that's hard to read or odd-looking, all for the sake of a visual trick which most users won't notice or care about.

I'm not saying it's never a good idea. If you think it's appropriate in your situation, go for it; maybe you can make it work. But remember that your main goal should be to clearly symbolize the company via the logo in a way that's clear to users.

> Personally I'm not a big fan of ambigrams as logos

Me neither unless it's something like this -

(from http://logopond.com/gallery/detail/40554)

Technically not an ambigram, but still, it's a similar idea.

That "super jeans" logo is a very clever design.

But in this case – reuse, recycle – I think the rotationally symmetric ambigram is a good visual device.

Yours reminds me of some existing mark. It was either audio equipment (speakers) or clothing, I will try and find it.

@apankrat: Ross Dress For Less maybe?

Maybe you are thinking of roland, apankrat? http://www.rolandus.com/

I think the concept could work, but the 121 issue and the execution need a bit of work. Good start!

thanks everyone. all valid points. my one big concern was not mentioned by one of you, so that makes me feel better. that concern was/is that it reminds of me of a swastika. don't know why, but i can't shake it. thoughts on that?

No, I see a Greek key pattern but not a swastika.

Can't see that at all, to be honest. A meander, certainly, but a swastika? No.

edit: Haha, nice simultaneous linking there.

Doesn't remind me of a swastika.

Don't dismiss the recycling symbol as inspiration so early on in the project.
It's long standing within many industries will go far when identifying the sustainable and socially responsible nature of the business to it's potential clients.
I worked on a similar project for an eco events company a few years ago and found that the inclusion of the symbol massively reinforced the company's point of view.
I'm not saying it should be the focus of the mark but a gentle nod in its direction will help the project along.

I like the idea of your current mark but it lacks that crucial cyclical quality. To me it simply states an A to B scenario (start and finish) rather than a reccuring process.
Try adding a third dimension to the piece and sitting it on a prism/triangle to make the visual link between the end of the last 'U' and the beginning of the first 'R'.

oh good. glad it was just me.

weemac - working to solve that exact concern. i think i got something that address the cyclical issue. hoping to post progress soon. thanks. =)

thoughts?

Okay, now it's a Swastika. :)

NOOOOOOOOOOOOOO! serious? =|

He’s joking (notice the smiley).
More taiji (☯) than swastika.

okay, i'll go along with the taiji feel. has the right feel i'm trying to achieve. and still reads like an "R", right? I don't see the 121 anymore either. =)

It doesn't remind me of a swastika, but this is such a sensitive topic that you might want to show it to a wider group of people to get their opinions.

How about a gradiated colour change to green from the bottom horizontal bar, then on the termination top right build in a leaf shape (with subtle veins etc). this will isolate the R shape, and the recycle idea, giving purpose to the final icon on both fronts, 1. ownership for the client 2. ethos and purpose of the company business.