We need a killer logo [and accompanying color scheme] to use as the anchor graphic for all of our company's marketing, advertising, and communications materials. We need the logo to be scalable so that it is as instantly recognizable in the icon/thumbnail for an iPhone app as it is on a billboard.
Look: clean, crisp, modern, simple, efficient, powerful, whimsical.
Feel: human, organic, approachable, stress-/anxiety-reducing, intuitive, easy, fun.
Tone: helpful, reassuring, confident, expert, knowledgeable.
Voice: Warm, comforting, personal, caring, understanding, assertive.
Theme: Image-wise, we have been playing around with how best to visualize this concept of natural, healthy, positive growth. What we came up with -- good, bad, or just plain weird -- were organic gardens, vegetables, fruits, other foods, different types of flowers, and other plants. Our favorite concept, however, is a modern take on "Jack and the Beanstalk".