Acceptable File Formats: PSD (preferred), TIFF, or JPG.
We are starting from zero, design-wise, so the field is pretty much wide open. We need a logo that is fairly simple and adaptable to different formats (icons, logo, print). Color is good, as long as the palette is pleasing and not garish. We want the name to stick in people's heads, so a logo that incorporates the brand name is essential.
The target audience is primarily female, 35-65 years of age, middle income. The logo should appeal to "crafty" people but avoid the homespun/folk art/shabby chic genre. Logo should project the image of the site - simple to use, sleek, effective, with a decidedly feminine aesthetic.