It is a self improvement company focused on teaching people how to establish and maintain a "beginners mind". However it is not super serious and religious, it is focused around maintaining motivation and realizing life is your playground to achieve whatever you want in more of an entrepreneurial badass way. So it is "playfully badass" if I had to describe the feeling the logo should capture. The target audience is mostly a younger male demographic in their 20's-30's who are interested in self improvement such as meditation, entrepreneurship, goal setting, success, travel, and the good life.