Latest Update: I spoke with the client today and they'd like to make a few changes to your focus:
1) Don't make the font for Southwest be larger than Professional Vehicles. If anything Professional is the most important part of their name. Don't emphasize the Southwest part so much.
2) They are looking for a very simple logo. Can be as simple as putting their name on a badge or a shield. Don't need to have their initials (SPV) and don't need a super fancy icon.
3) The colors need to match their existing colors on their website: http://www.limoandhearseforsale.com. So no more reds or golds. Look at the existing colors on their website and pick colors that would blend in well with that.
4) Many of these logos look too much like Cadillac. They do business with Cadillac and don't want to be perceived as trying to steal their logo.
Update: Too many designs are either looking too sporty or they are incorporating wings that look too much like Southwest Airlines.
Take a look at the classic luxury car logos: Cadillac, BMW, Mercedes Benz, etc. That's the sort of clean, classic and regal look we are going for.
Also, just because our current logo uses the letters SPV, the new logo doesn't have to. It can, but the only part that is mandatory is the name Southwest Professional Vehicles.
Check out our current website: http://www.limoandhearseforsale.com. Our current logo is just the letters SPV inside a circle next to a stacked version of our business name.
We would like to have something clever and creative that looks timeless, professional and regal. Maybe something with a crest or badge that looks classy.
We want it to have the name Southwest Professional Vehicles (which is a long title) in our logo, but still have some gravitas like the Cadillac emblem logo. It should look like a car logo for an upscale luxury car brand.
Doesn't necessarily have to invoke the funeral industry. But it can't be too wild to not seem appropriate to be on a hearse. Prefer a clean design over something really busy. Open to suggestions on color, but our new logo needs to look good in color or in black and white.