When we provide comments, they will all relate to the brief. So when evaluating your draft, it should fit the criteria in the brief. In summary:

- a brand character that is cheeky, clever and playful (see reasoning below)

- the relationship of the design to the notion of leaping over big bad phone companies should be self-evident, not requiring explanation (see customer mindset re: long distance and roaming charges below)

- simple design to work in a variety of formats, especially small (see specific applications of design below)

Also...

We have a design belief that the meaning of the logo should be self-evident to the viewer and not require any explanation.

Further to the previous post:

- When people travel out of their regions or countries, the fees for using their cell phones for calls, data or texting skyrocket. This feels like nothing more than a greedy cash grab by the big telcos (in July, my bill was FIVE TIMES higher than normal because of vacation travel). So the level of anger we are tapping into is high ("f the bastards, I'm not taking it anymore!!!")

- We are looking for an identity that is cheeky, clever, playful, simple and accessible. Underlying this is the fact that the service is about making a smart decision, and people feel smart for making a smart decision. So the brand should make them feel smart. Hence words like cheeky, clever, and playful, which when taken together are about intelligence but not so much so that you take yourself too seriously. It is almost like it is an inside joke is shared by the people who buy the service. “Simple and accessible” allows for smart, but keeps us away from both intellectual/academic (complex), which is too self-indulgent for this brand, and corporate, which is too serious.

Thank you everyone for your suggestions. I want to add some more background to avoid you going in the wrong direction.

This is a consumer brand for non-technical people.
The brand personality is
• Cheeky
• Playful
• Simple and accessible
• Safe

The logo and colours should trigger the consumer to want to...
• START RIGHT AWAY WITH NO FEAR OF TECHNO COMPLEXITY (SIMPLE START)
• IT’S SO EASY NOW TO LEAP OVER LONG DISTANCE BILLS.
• YOU CAN BE GETTING AROUND BIG COSTS BY TAKING THE LEAP