I don't read the E in the F. tbh.

but, you're not far off from a negative-space E in that logo. have you considered trying that?

Understood. I don't know what you mean by "negative-space E"

Do you mean this?

One of the reason I wanted to keep them "." in the logo is so I can do stuff like this:

*the

I took a couple very quick stabs at being more intentional about the E, but I don't think either work well

I don't see the . what am i missing?

interesting treatments.

the first is what i was suggesting about doing an E in negative space, but after trying it, i don't think it's a good idea anymore

by "." I mean:

Understood. Thanks for the suggestion :)

How intentional do you think the "E" needs to be? I think it's there if you are looking for it and next to the wordmark it seems to be clear.

Try making the ' . ' have the same angles as the top of the F so it reflects it, will bring it together as one piece more and hopefully make the E visible.

I Agree with Ryan try reflecting the top angle of the 'F'. Right now it looks like Field F.ngineering and I know people will correct it to engineering in their head and like you said 'It's there if you are looking for it', but, you want the word mark to be clear as possible so it's read as Field Engineering straight away. Also the F. looks like there is a lower case a in the negative space. I think your on to something here and I like how simple the approach is, really it just needs tweaking and you'll end up with something really smart.

Perhaps the horizontal symmetry could help highlight the E in the F. This could be done by rounding toe bottom left bar in the F, and slanting the top left of the dot. I will try to mock it up quickly - I could be totally off.

Aaaaand I should read all the replies first ^ looks like these guys are onto something.

Not quite there imo, but perhaps it will provoke some more ideas.

Negative space logos are difficult. My suggestion would be to treat the logotype and logomark separately and pull the "dot" closer to the "F" so the edge of the dot aligns with the second bar in the F