I think the alternative ligatures in Avant Garde Gothic work really well for this brief. Above I have tried some italic variations to try and get across some sort of movement within the logo. I don't feel they were as strong as the non-italic versions, but with the alternative ligatures I get the best of both worlds. I am undecided as to what works better, the bold or normal weight styles of this alternative logo so I am going to develop both styles and pitch them to the client to decide.
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