respectfully, I think you guys are missing something VITAL bout logo/brands.
COLOR/ GRADIENTS, etc. DO NOT a logo make. Otherwise, what would happen when said mark needs to be part of a FAX sheet, or is printed in one color, or etched on the side of a product? Think of it this way it is bad practice to make a web dependent of some fancy CSS to be navigable.. well the same applies to dependent on color or 3D effects to to make a logo.
When you talk about color, gradients, shine, extrusion (3D), etc... you are talking about TREATMENTS of a design, not the design itself.
To be perfectly honest it's a nice start but it doesn't "pop" and is too plain.
LOL-OMG.. the art directors bane!!! "Make it 30% more edgy"
Again another web analogy. IF anyone had dared attempt the aesthetics of web 2.0 in 1997 .. they would have met with jeers and questions such as... "Why isn't my logo spinning, blinking, and on fire? I want it to be 'edgy'". 'Edgy' and other such adjectives, are many clients way of saying "I dont know what I want... but I know it when I see it.. or if am not sure.. when my stay at home wife tell me she sees 'it'"
The problem is that, contrary to popular belief, design is just a much of a science as programming.
Interesting example. Quiet a few years ago, I was dealing with a suburban Chicago client (supposedly not a hick) who operated a water cooler business. He wanted totally new look/ logo. It too some doing he couldn't seem to let go of the ( that was too long a story to tell now) old look which also presented many technical problems in an of itself. When we finally "agreed" on a mark design ( a stylized water drop) I set to work on branding colors ( treatment). He "dint like THAT color". Three days worth of revisions later I actually just came out and asked what color he was envisioning for his fresh water?. His reply was he and his wife "had never liked (any shade of ) blue but thought yellow was very 'happy and cheerful' ". The point of all this... does that convey "fresh water"?
These are SOME of the considerations needed to take into account when beginning to build a bran mark.