Because this company has a goal to make people always come first (I assume, the intention of this is also to make people on time and not too late).
And in achieving that goal must be a process or stage that must be passed, from the many ways one of their ways to achieve goals is also always smiling.
From those things, I created a graphic logo from a very simple person icon.
In which the graph increases from left to right to show a process and at the end of the person's icon being the number 1, shows the "people first".
If it is just a graph, it is a common and general logo.
I make it unique by adding a smile icon beneath the graph, showing one way of reaching the goal ie smile.
With pop colors and the use of rounded edges in every design element, this adds to the playful and feminine impression of what they are looking for!