The overall logo should be modern / forward looking, neat, inspirational, smart, clean and professional and have an element of fun to it. It must not be ‘fashionable', complex or something that can easily become outdated. It should be easily adaptable to print, digital media, signage, t-shirts, pens, etc.
It is important that any image attached to the typeface is recognisable on its own, regardless of colour and potentially without the typeface being visible. The image can be placed wherever you think it works best i.e. on the side of the text, above the text, between the two words, etc. Please do experiment and propose whatever you think looks best!!!
The typeface should be fairly unique (stand out), clean, simple, smart, bold and very easy to read (again, recognisable regardless of colour). Please do not use italics or a cursive font unless you really think this could add something special.
Although there should be an element of fun, cartoon characters are not required. Even though the service will be targeting all ages, the logo must mainly appeal to adults. It must not look cheap, tacky or childish.