The first two are more similar, but I think the lightbulb is kind of a cheap symbol for technology.
I feel like the third concept here has the most potential, but it still needs working through. I want to combine the images of roots, which symbolize drawing on resources, and telephone cords, which symbolize connectedness. These images are also more suited to my personal style, which tends to be more successful with curly, twisting imagery than the colder, more graphic typography. I think my greatest difficulty here is going to be neglecting the technological message, because I personally like the earthier aesthetic, and it's important with this firm to emphasize their forward-moving nature and technologically capabilities.
I also want it to be simpler. I have to find a way to boil down all those curls, but still get those branches, roots, and phone cords across. Abstraction, says Patrick Craig, is simplification for communication. He thinks this is on the opposite end of a spectrum with play. I hope not.
Hopefully it'll be more like illustration, which Greg Metcalf says is "almost necessarily distillation." At least at first glance, I thought that directly contradicted the cliche that a picture's worth a thousand words, but the more I think about it, an image can be both more communicative and more direct than a verbal message, and thus just distilled: purified, and condensed.
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