Notes on this current logo:
The compass theme is too huge and obvious. Also, it looks really prickly and unfriendly, kinda like a virus;
“dancing” amorphous human forms are overused, as are hearts (barf) in IVF branding;
text treatment is boring and predictable;
icon has no spatial association with the name — it’s just kinda stuck on there.
What we’d like to see in New Logo!
The winning logo MUST incorporate any iconography INTO the text. We don't want to see an icon with our name pasted alongside/atop/whatever (we can do that on our own...) The design trick will be to combine our brand themes of "providing friendly personal guidance" and "ease-of-use" WHILE ALSO communicating that we are an "extremely modern, one-of-a-kind, market-disrupting" company that uses "cutting-edge medical science."
Use of color is fine, but we’d like the logo to work in greyscale, as well; keep it simple, elegant, memorable, easily legible.
We’re not married to all caps or all lower case or mixed — also not necessarily married to TrueNorth being one “word” or two words, as in, True North — whatever works; need to have the word "fertility" in the logo (even though on some of the brainstormed ideas it's absent. Thanks and good luck.