Here is the latest wrap we finished, i know a lot of people on here didnt like the logo design but we went ahead with it and are pleased with the way it turned out. Its gotten a lot of attention so far.
That may be the case, but... should you only be marketing to those for whom your logo is well known? or would it be better if the design is clear and understandable to people you haven't yet reached with your marketing?
And besides, simply changing the design to read "T-shirts" rather than "I-shirts" wouldn't be a big enough change to the design that it would somehow completely change the look and feel of your identity, and as a result, somehow cause you to lose business. On the contrary changing the design for the better would only help your business. I've always thought it was silly whenever a customer came in and refuses to change a poor design because they think it is "established". You don't want to "establish" a logo that is confusing, or worst yet a logo that looks like a mistake was made, especially when you are in the business of handling other peoples brands or advertisements.