Arrow Homes Questionnaire

We understand Arrow Homes is the simpler/more contemporary counterpart to Jackson Built but any additional information you can provide is appreciated.
Minimalism and Scandinavian design were referenced during the meeting, so we're assuming it's safe to steer clear of hand drawn.
a. Presentation: visual ideas about style, color, light etc. // young, gender neutral, new b. Tone: communication-related adjectives. // serious, trustworthy, confident c. Personality: human like attributes. // experimental, curious, reliable d. Values: abstract notions that are unique to your company’s mission // collaborative, honest, committed
Masculine/Feminine Simple/Intricate Grey/Colorful Conservative/Extravagant Approachable/Authoritative Necessity/Luxury Fun/Serious Professional/Casual Modern/Classic Sporty/Elegant Extreme/Safe
Examples of household brand personalities: a. REI: Outdoors lover b. Target: Bold c. Whole Foods: Earthy/Peaceful
From our meeting, we've gathered that you like navy, tonal, white, and grays and would like to avoid the combination of red/white/black.
A dog icon was mentioned in the meeting. Could you please provide a reference image or two for this particular logo exploration? You can also forward logos you like that include dog imagery.
Contemporary homes, etc.
a. Wordmark: text-only logo (FedEx, Coca-Cola) b. Combination mark: type in combination with imagery (Starbucks, MasterCard)
Business cards, stickers/labels, product packaging, apparel, hang tags, etc.
 

Thank you!