We're selling retail foot and ankle products (i.e. - orthotic shoe inserts, ankle braces, therabands, etc.), in the form a subscription box/club (i.e. - companies like Smile Direct Club, or Dollar Shave Club) that have the express purpose to PREVENT injury. Our customers skew active - (i.e. - they go running everyday, or they play basketball on a regular basis). Age-wise, the logo should attract young adults with ankle instability issues. The logo, and the name (My Damn Foot Hurts) should capture an emotion one feels when they're exercising/playing sports, in pain. However, the logo should be welcoming - it should serve as a healthy reminder that they can helps themselves feel better by joining the My Damn Foot Hurts club. The logo should be some what playful, but it needs to professional at the same time - our founder has 30+ years of practicing podiatry. The logo should accomplish three things: it should 1) inspire everyone to make sure they have one of these at home, in their locker, in their gym bag, in their car, etc. … and 2) enforce the necessity of preventative treatment, and 3) tap into the emotions of anyone that has ever had an ankle injury. Ideally, we want this brand to be synonymous with all those who are familiar with our founder – a podiatrist of 30+ years who has impeccable bedside manner, lives an incredibly healthy life, and is a living, breathing cartoon character. He lives life with zero apologies. He does and says whatever comes to mind. But he goes about his lifestyle knowing that he must take preventative measures in order to do the things he wants to do. While the box and its subsequent messaging need to bring the consumer at ease (meaning, they need to know the box and items were put together by a credible, practicing podiatrist), the logo should be entertaining/amusing.