Survd - Coming in 2011

logo concept for a new product that I am developing (currently in early testing phase).

The type is a modified Helvetica, with Clarendon inspired slab serifs carefully added by hand, thus combining the features of two of my favorite typefaces.

I thought about shifting the arrow around to fit the angles of the V, but decided it was more important to keep the existing angle to keep the reference to the mouse pointer...