the black and gray bands make this pop

I first only noticed the tornado. But after seeing a heart and an arrow, what a brilliant idea and perfect execution.

Took a second look before I saw the heart in the negative space between the ribbons. Surprised this got shelved, that kind of multi-read mark usually takes way more iteration than a single-meaning logo. What made the client pass on it?

Reading it cold I got the vortex first, the arrow second, and the heart only once I went looking - which is probably the right order for a mark about movement. Is it one continuous ribbon, or separate bands you kept nudging until the negative space behaved?

That layered spiral form pulls off all three concepts really cleanly. The tornado motion, the heart roundness, and the arrow directionality all live in the same shape without fighting each other. Shame it's unused.