Our company name is Upstream USA, and the logo should have all these letters.
Please highly consider the word “Upstream” as the dominant name where we can downplay the word “USA”. I imagine a design where the “USA” is a) turned on it’s side, or b) reversed out with a background color, or c) smaller in size. These are just of the many options to consider. Our preference is for a logo that is essentially a wordmark, rather than a logo that has some sort of symbol attached to it, though we don’t want to completely close that door if you make a strong case for why we should have a symbol.
We strongly prefer Upstream to be one word, rather than break up the words Up and stream in any way. We’re quite open to all lower caps or all upper caps.
The primary audiences for the logo are prospective donors – individuals generally in their 40s, 50s, and 60s – and health centers who are interested in our services.
The USA is a much less important element of our logo – in fact, we would have preferred to have a logo that just read Upstream, but there are trademark issues we need to be responsive to. But in terms of emphasis, the USA is much less important.
We tend to prefer sans serif typefaces, but we don’t want to be too prescriptive. We obviously want the logo to be able to work on white backgrounds and dark backgrounds. We’ll use the logo in all the ways one does: business cards, the website, on coffee mugs and T-shirts, letterhead, etc.
I imagine blues and greens, or health-related suggested color scheme. Colors to not consider are feminine colors (purples, pinks, yellows, etc.).