New brand identity

Hi all,

Starting off 2019 with a brand new personal logo and website (witch is still under progress – can´t wait to show the final result!)! The new logo is a word-mark almost going towards something so minimalistic and different that it is difficult to read. Until you see it, of course – than it is actually quite simple. Inspiration comes from geometry, architecture and eastern typefaces.
I love giving people a «hum?»-feeling, followed by a «Ahhh!»-feeling, witch also helps people remembering the logo.
The profile includes a secondary logo using the «F» with the business name below.
I have included the Filét-logos many faces from its birth in 2008 (before that my company had a different name) until todays version
—> witch one is your favorite?

Hope you guys and gals like it!