(1) I am pretty sure Assuming[Reals,...] has no meaning. Reals can be used as a domain in solvers that accept such an argument. Assumptions by contrast expects explicit assumptions on stated parameters e.g. c>0.
(2) That second Simplify looks fine, in that log a - log b is not equal to log a/b for arbitrary real (a,b).
Log[a] - Log[b] - Log[a/b] /. {a -> 3, b -> -1}
(* Out[1]= -2 I \[Pi] *)
(3) For parametrized definite integrals, it generally helps to use as many assumptions as possible. Below is an example which could be modified for specific needs.
v[s_] := m s + c;
t1 = Integrate[1/v[x], {x, s0, s}, Assumptions -> {m > 0, c > 0, 0 < s < s0}]
(* Out[416]= Log[(c + m s)/(c + m s0)]/m *)