Too Cutesy to Communicate?

London-based Design Friendship's objective was "to create a clean and simple identity for a new brand communication agency. The mark represents the process of bringing light, attention and more importantly life to any client or project Pretty Green will work with." While I love the stylistic direction of the identity, I think it might be too generic of an icon to represent and be easily associated with a brand communications agency. I love the incorporation of transparency, though, in the design.