Logo - Flooring Supply Company

If the client wants a tool in their logo, considering one of the simpler-designed tools and possibly building it into the typography. The current design is far too busy for a logo, and the photoshop effects applied make the process of getting the tool lineout a bit obvious.

You need to keep some of the elements the same as the existing to keep the consistency for the customers. The typeface is good for traditional.

I would suggest ditching the graphic and just sticking with the name, make sure there is a space between flooring and supply and un overlap the initials and maybe lowercase the rest. HWBruns

I think this logo looks way too busy. That, with the integrated typography, lends itself to feeling like this logo is as old as the company itself. And that machine pictured means nothing to me. It doesn't say anything about flooring (for me personally). It seems like a niche tool that some people might understand, but doesn't have enough mass appeal

the logo seems outdated and needlessly complex. While the illustration might be recognizable to people in the industry I don't think it works here at all. I would definitely kill it and try out some other ideas. For a flooring supply company, working in an image of the equipment used might not be the way to go. You have the start of some type interplay. I would suggest exploring that a little more.