Update!!: Thank you so much for your submissions so far. I really appreciate the time and effort! Remember how I said I don't like white as a background? Well I'd prefer it to gray or black. It's too austere and dampens the liveliness that the company tries to embody.
First off, THANK YOU for taking a look at my brief! I promise I'll try to be as helpful and deferential as I can in this process.
élan is a word with origins in french meaning "ardor inspired by passion or enthusiasm" and "distinctive style or flair". I am in the process of building a new educational counseling company based in Northern California. It will focus primarily on college admissions advising for teens and their parents. We offer the standard consulting on course selection, SAT/ACT/APs, jobs and internships, and finally the big applications process and financial aid guidance.
This company is unique and my life's PASSION! in that we aim to help students grow personally as well as academically--to push them to explore their true interests and make the college applications process stress-free and fun. We want students and their parents to see beyond Ivy League colleges--and ultimately instruct teens on how to be productive AND happy in life.
Our audience: Since it's the parents paying, I need a logo that communicates that we are highly professional, accountable and knowledgeable in our field. These parents are presumably highly invested in the future of their children, but are either too busy to micro-manage their teens on their own or believe their teens need more attention than a high school counselor can provide.
It thus needs to be "serious"--modern and sleekish. But because I also plan on taking this business online/over webcam, it also needs to be bright, engaging and "young" enough to be attractive for teens.
Please let me know if you have any more questions about the business.