My current business name is Best English. In branding and logo terms, this could be bestenglish or BestEnglish or even BestEnglish.ch, which will be my website address. So there is some flexibility if it helps the logo design.
There are no geographical restrictions for my services, but I live in Switzerland, and aim to focus on creating local business partnerships.
The product is high quality prose from an experienced, professional, native English writer in his 50s.
Regarding logo design and branding, my default thinking is set out below. These are notes rather than instructions -- I am open to ideas.
• I prefer minimalistic and elegant, but if I see something more fancy that makes the right impact, I can be persuaded.
• Fonts. The font does not necessarily have to be a recognised style.
• I thought about a logo in lowercase with very long ascenders/descenders. Just a random thought, not a requirement.
• The business image(s) I’m aiming to promote are linked to high quality, maturity, consultative, not over-complex, not high-pressure selling, understated, classic. Modern but traditional, if that makes sense. Therefore the logo should probably not be cartoony, comical, childish, wacky or over-elaborate.
• Optional formats:
o The business name
o The business name + a graphic
o Graphic, if used, could either suggest the art of writing / editing etc. or something to do with England/UK and Switzerland. Some design clichés in this field are old fashioned typewriters, pencils, fountain pen nibs, etc. I am not saying “don’t use” these, but use with care, if used at all. The difficult trick may be to somehow evoke modernity AND classic values.
• Possibly a Swiss or German reference as one of my specialisms is turning "German English” into good English. But that might be hard to incorporate without becoming fussy.
• The Swiss and English flags are, interestingly, sort of mirror images of each other, which had me thinking… but could be open to misinterpretation and doesn’t easily suggest writing.
• Again, an image is not essential. But if helps to create a unique brand identity, it could be useful.
• Colours — one thinks of black & white & grey as 'writing colours', but I guess there is scope for red, white ’n’ blue for Britain, as in English writing — if that isn’t too corny.
Almost everything in this list is up for reinterpretation. The final idea, if well executed, may well be totally different from my initial thoughts.