Sports mascots are built for loyalty and entertainment. That’s a different job than a local HVAC brand that needs to signal trust and professionalism. So the recommendation here isn’t to rule out a bear entirely, but to be clear about roles. A clean, simple mark can carry the identity everywhere. trucks, invoices, uniforms, ect. And a bear could exist as a supporting character in marketing. That way you get personality without sacrificing a strong usable identity, and it keeps the door open for both clarity and creative expression.