Brief from client
Brief summary: wants to attract Major Developers, Real Estate/Commercial Investors, Engineers, Architect, and General Contractors
Core values: Quality, efficiency, and integrity
Other: the client wanted it to be based on their family crest
Thank so much for the feedback given on Version 1.
On this run, I focused on fixing the unintended sad look to bring it closer to a more serious or austere feel. I also landed on some secondary type (however I do realize the kerning isn't perfect yet). I haven't had a chance to spend too much time on the antlers, but I did increase the stroke of the tips to define the shield a bit more. I do agree it's not there yet and will probably re-work the antlers all together. The challenge is keeping them simple as the face is already pushing on complexity.
My main concern is eliminating the sad connotation from the stags expression and if the secondary type is working.
Thanks for the feedback given thus far. It's been super helpful.