"Ed" = education
"Swell" = growth, progress, community
Our philosophy is that achievement and progress is the result of a process of learning, growth, and support. The sample logo we have included uses a fruit tree to symbolize that process. To bear fruit, the tree requires a combination of certain conditions - soil, light, air, water, etc. A good farmer pays careful attention to the tree as it develops over time, supporting it and encouraging it to grow. We visualize ourselves playing the role of the farmer, but for teachers and students.
The fruit in particular symbolizes the "swell" part of edswell. As it receives nutrients and sugar from the tree, it swells to maturity.
Feel free to explore variations on these themes. The number, type, size, and location of the fruit/tree are all up to you. Perhaps the tree should go above the text? Perhaps a combination of fruit, flowers, and leaves? Or a single swelling fruit, as in the sketch we have included? We invite you to let your creativity flow.
Another possible approach is a killer letter or wordmark logo. I've attached one sketch that combines the "e" and "s" from the name to make a fruit. I'm sure you could do a lot better.
A few additional notes:
1) please do not use gradients or use sparingly.
2) if you go with the tree/fruit concept, it should be unique, distinctive, iconic. Please try to avoid generic looking trees. Unusual branch/trunk shapes will help set the design apart. There are a lot of tree designs out there, and I'd like this one to stand out!
3) all lowercase or uppercase letters please. Please keep text effects (shading, gradient, etc.) to a minimum. The typeface should be clean.
Many, many other possibilities. Interested in the ideas above, but open to something new. The typeface for the two samples is called "Capita" (myfonts.com). We like it but are not committed to it. Thank you, and looking forward to seeing what you come up with!