Custom Hollow Book Company needs a logo. The face of the company for web, merchandise biz cards

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This customer received 30 logo designs from 15 designers. They chose this logo design from Phoenix Dragon as the winning design.
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Logo Design Brief
I need a great logo that is scalable for desktop and mobile. Clear and concise. We make and sell hollow books for people to hide, store or carry things in. Guns are the focus product we create these book cases for but we make them to fit anything. A flask, a phone, and iPad or wedding invitations. Check out http://freehollowbooks.com and look around. The SOLD page will show you over a hundred books. This logo is for our new venture. We could go for a classic kind of feel like old time craftsmanship sort of businesses such as Cabellas or Field and Stream. If you have a cool idea don't let that hold you back. Maybe the idea you have is totally different. We might just go for it.
It should probably incorporate a book of some sort. Don't you think so?
I have attached a logo that a local web design company made, but it's not hitting the mark. I've also attached
Target Market(s)
Male handgun owners 35 - 59 years old.
Industry/Entity Type
It Company
Logo Text
Custom Hollow Book Company ( or Co. in place of Company ) Maybe also the domain. HollowBooks.com
Logo styles of interest
Pictorial/Combination Logo
A real-world object (optional text)



Abstract Logo
Conceptual / symbolic (optional text)



Character Logo
Logo with illustration or character


Font styles to use
Other font styles liked:
- I'm open as long as it scales nicely.
Look and feel
Each slider illustrates characteristics of the customer's brand and the style your logo design should communicate.
Elegant
Bold
Playful
Serious
Traditional
Modern
Personable
Professional
Feminine
Masculine
Colorful
Conservative
Economical
Upmarket
Requirements
Must have
- Scalability. Posterboard, business cards, web site in various sizes.
- Some kind of book representation that lets people know what we make with no hesitation.
Nice to have
- My favorite books have red covers
Should not have
- Comic sans font