Word/Line Aesthetics in Type - the implied movement in this logo is incredible, and gets its point across in more than one way. "Great Logo - we love the simplicity yet descriptive logo of the business and market focus.
Taking out the stem of both letters doesn't hurt their legibility to me, and relating the upper arm and bar of the F to contour of the upper counter and tail of the R creates a rather sexy relationship.
this logo is extremely minimalist but gets the point across very well. The I in time is transformed into the shape of an analog clock. because the logo is a simple black of white, it gives the onlooker a very simple futuristic feel.