We have already picked our desired colors based on an associated parent business. This color palette is:
Pantone DS 325-2 U, 232-1 U, and 327-5 U (dark grey, blue, black, light grey)
We are not opposed to other/additional colors, but we would give the above palette primary consideration.
We've attached some logos to look at, including a FlyHealthy logo that we do like. Some feedback on this and the other attached examples:
For the attached FlyHealthy logo, we like the concept. However, think it's still too clearly the letter F. It needs a bit more abstraction, which would give it a more unique presence. Perhaps if the F looked more like the "F/wing" in the Firefly example?
On the Firefly example, we like how the wing shape is great hybrid of an "F" and a
wing (relating to "flying"). The shape not only combines those meanings well, it's
conveys motion in a modern/streamlined look that would fit on an app icon well.
For the Elevate logo, similarly, it conveys motion and flight without being
heavy-handed about it. The circular shape equates to balance, but looks in motion. The "wing" is of course flight oriented. We don't like that it's so clearly a wing, and would look toward the Firefly example to make it more abstract and possibly more like an "F". We also don't like how far offset the wing is, which makes it less contained and harder to fit on an app icon.
So, all of the above said, we are not committed to a "wing" or "F" shape, but like the idea. We remain open to other ideas.
Brand Value keywords:
Healthy, motion, traveled, improvement, wellness, fitness, modern, insider, cosmopolitan, fun, smart, simple.
Please avoid topics which lean heavily into the medical or airline concepts, such as
hearts, medical crosses, red-cross styles and airplanes - we see these elements as played out in the market we are entering. We're about making healthy choices and building a community around that, not "medical technology."
We are open to a pure text treatment, as well as a graphic mark. However, we do need a graphic mark as at least a secondary logo for our app icon, which is an important branding element.