After many ideas and design evolutions... my bf still hasn't found what he's looking for. :P I think it's tricky for him because he's creative & artsy, too, but isn't sure how to explain to me exactly what he wants. Maybe one day we'll be on the same page!
Here are the next 4 variations of his logo:
v. 2 - These are totally different from the first version; they're simple and versatile with a slightly vintage feel. Not sure about the fonts, but there are a couple here I really like (mostly the black oval with red brush stroke under auto upholstery & the bottom left solid blue).
"What about chrome instead? And a block font for Elite."
v 3. - Not my favorite. I think chrome is overdone in general, and these didn't print well on paper at all. I'm not really a fan of the block font, either. It's too blah for me.
"Maybe a line drawing of diamond stitch pattern instead, with a standalone emblem? And add the motto."
v. 4 - I think there's too much going on with these. I don't mind the very first one so much, but it feels more like a photographer's logo rather than upholsterer's.
"More simple, remove the circle with the E."
v. 5 - These are ok. The 2nd one over is my favorite of these choices, but I'm definitely not in love with it. I think it's too formal and bland.
"Almost. Chrome? And maybe thicken the lines."
v. 6, coming soon.
Thankfully, I've never been one to take the rejection (or criticism, for that matter) of my work too personally. Just because my work may not fit what someone likes or has envisioned doesn't make it bad design, it just makes it a difference of opinion! (And besides, I'm awesome.)