The heart is the essential and vital part, means friendship, love, values, generosity, compassion, and respect. You do choices with your heart. (fallow your heart).

The patterns is related to heritage, related and connection.

"values & friends suggests to their clients, that THEIR clients are not consumers but friends."  brief

This part of the brief that makes complete sense to me as the sentimental and familiar side in the project. A company clients can trust. 
And people today are acquiring a more friendly and smooth logo and not something strong and so corporate. =]