Go Guilford Green
Rather than making a quantum leap into a wildly new icon, the Guilford Green icon retains the equity of the current mark.
What makes a great icon is not that it "gives you all the answers," but that it has distinctive, positive qualities which also leave room for interpretation. After all, the most memorable icons are ones that, through experiencing the brand in a variety of ways, you impart your own meaning into them. While a great icon suggests something on its own, it also embodies what you love about the brand.
To those who have remarked on the new Guilford icon, many have read it as a leaf, a wave, a moving form, a sign of modernity, of strength and of two pieces melded into one form. All are appropriate interpretations which prove the strategic goals of having a name – Guilford Green – that means something positive to a variety of audience types.