Sea of Green Logo

My day job is designing things for a local chain of gardening stores. After looking at/hating the current logo for a few months, I began conceptualizing and sketching a new logo and identity. Fast forward a few months, I pitched it and my bosses loved it. Now, we're on the verge of rolling it out.

The original logo, to my surprise, represented the three components necessary to grow a plant: water (the blue bowl), earth (green), and light (yellow). I wanted to keep this symbolism, but create a logo that was more tangible, flexible, and uncomplicated. I crafted an icon that took those same concepts and pushed them further: the bowls become and landscape, and that landscape becomes a flower. I then went on a search for a typeface that would pair well, and found one in A2-Type's Regular.

I'm pretty confident in the concept and execution of the logo, but as it's still early in the formation & rollout of the new identity, I'm looking to make it as good as possible. As such, I'd appreciate any feedback you may have! Thanks for looking!

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