Thanks for your replies. I have seen it before where one post gets countless "thumb downs" and no reasoning behind them. I appreciate your truthfulness.
On the other hand I still support the final outcome. For the font I used "Steiner", which imho its one of the cleanest modern fonts ever created, and it ties with the "modern urban explorer" line.
The motto itself is us, my brother and I, being as honest as humanly possible regarding our passion for what we have created. We are continually "exploring" our dilapidated city of Cleveland and we felt we needed to translate that into the feeling of the "brand".
Hopefully when it's all said and done, you guys will give us a second look.
you can back it up as many times as you want, doesn't change the fact is just doesn't look good. people judge a book by its cover, and you gotta make the cover look good. people won't visually connect with the brand unless the design work is pleasing, and in this case it is not.
check out these hang tags: