I'm looking for something simple, bold, iconic, modern, and easy to recognize. Something that evokes the abstract ideas of health care and education. Something that can stand alone, even without the words "PA Focus" next to it, to represent the brand.
This is a logo for a youth demographic (high school and college age), so it shouldn't be traditional and stodgy. On the other hand, it's a logo that we'll use when encouraging students to pursue an education and career in medicine and health care, which is a serious business. So the logo can't be *too* playful. Youthful energy with serious ambition.
I associate medical education with keywords like clean, modern, organic, empathetic, growing, supportive, and learning.
The hospital signage of Kenya Hara (http://www.ndc.co.jp/hara/works/en/…est03.html) is a great example of the sort of crisp, clean, natural design that I think is a great fit for our project.
The logo will be used across different media -- online websites, tshirts, 4-color printed brochures, mobile apps, etc. Simple, strong colors are good, but the logo needs to be able to be rendered in black-and-white for media where we don't have access to full color (e.g., high school photocopiers).
Our regular company typefaces (for non-recruitment projects) are Baskerville and Avenir. The logo can vary from these; I mention only for the sake of more complete background information.
The capitalization of "PA Focus" can be changed to suit the design: either "PA FOCUS" or "pa focus" or "PA Focus" are OK to use. The spelling is critical, however.
Uploaded a potential design concept, where a stylized and interlaced "PA" form a heart. Just a basic sketch -- would need a more skilled designer to develop further and make more elegant and integrated. Not necessary to use this idea, just something that occurred to me when I was sketching.
- I do not want the logo to involve a camera iris, magnifying glass, etc. Nothing that is trying to make a obvious and predictable pun on the word "focus". Also, no graduation caps or hackneyed imagery involving students. Looking for something fresh.
- You'll see that our corporate logo (at http://paeaonline.org) uses a PA in a circle. Do *not* use anything like that. We don't want to end up with a bunch of logos that use the "PA in a circle" approach.
- The words "PA Focus" should be in focus for ease of reading, so don't start out with the words out of focus and then getting sharper throughout the logo.
- Don't incorporate images of any specific technologies (books, computers, medical instruments, etc.) as these change too quickly. The use of natural objects (animals, plants, etc.) is great, although they should be interpreted in an iconic way.