I think you lose the square a bit in the negative space. I prefer the other one, although
the lines of text need to be exactly the same length. Could SIMMONS work if it was condensed
but with the same spacing as the others?
I am finally circling back to this, and I thought I'd try a different font. I did not buy the font, just pieced together screen captures, so not super perfect.
So the new font is on the left, the old is on the right.
Simon Rayson, I think there is a version on April 19th above that matches your art direction.