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Would like the tag line better if it weren't in all caps. Otherwise, like the new color choice for this version.

Thanks JF - appreciate your feedback. You share the same brain waves as my client! Final round and 5 contenders. I am so excited! I finally get to update and modernize http://www.wwc.org/ *

I agree with the Tagline. It could also alligned a tad more to the left and you could try a more neutral font for it. At the moment the tagline feels to similar to the company name, a neutral font would give it a bit of an interesting contrast.

Thanks AlexWende, Type08 and JF. My client didn't like the all caps treatment either so I replaced both the nameplate and the tag. @AlexWende is this a more neutral font choice?*cheers

Is that Adobe Caslon Pro italic there for the tagline? Like it. Also: have you considered making said tagline a charcoal or somewhat lighter shade of grey to help the organization name stand out? And, the org name could remain the color it is now.

JF - Actually the tagline font is Adobe Arno Pro italic. Although Adobe Caslon is close. Caslon tilts a bit more and the letters have a more pronounced serif then Arno.*Font color - I'll give that a whirl.

Client wants good old black for logo type and tagline on all the options.

Can you perhaps un-bold the 'Community. Caring. Quality.' tag line? That would help...

How goes it with the client?

JF - thanks for asking. The board response - neutral. No logos got cut but none really blew them away. *More branding meetings %3D more logos. Two comments surfaced... 1) this logo was too clinical. What I glean - desire to project a friendly, less corporate image.*2) http://logopond.com/gallery/detail/123418 - they didn't see the helix nor the medical association, sad because I really saw its potential. Fair warning LP :) more WWH logos for you to critique in the new year.

Muse, are they looking for a more 'organic' feel? I always equate 'friendly' with a more organic, less measured approach. Probably less 'clinical' in feel.

Here's a good question for them -- meant to say this. Ask them where they shop. What their personal style is will perhaps lead you closer to what they want%3B get them to think like consumers and see their cards, in a manner of speaking. It's always a poker game when helping a confused client communicate and even figure out their own style!