"Fieri" in latin means coming into existence; becoming.
Some of the adjectives I came up about the company are: genuine, honest, caring, left field, holistic, professional, effective, sustainable, culturally savvy, leadership, learning, growth development.
As a logo, I'd like to keep it simple, clean and asymmetrical.
The fonts that I've been using (and am partial to) are from the Helvetica Neue family with Lucida Bright font for headers. From the sample logos above, I generally prefer the circular ones.