I help people get into college/university. Mainly, this means high-end one-on-one SAT/ACT prep, but I also help people write their application essays, or with problem subjects if their GPA is suffering. In the past, I've also worked with non-profits (e.g., Harlem Children's Zone) and unions (everybody forgets the middle class kids) by teaching classes and by doing professional development to help train their staff, especially in the areas of tutoring and test prep. So...my field is education, for fun, profit, and non-profit.
Right now, I'm a one-man show, but may train and hire others as the business grows. My current market is the Seattle greater metro area. My academic/intellectual background is in Classical Studies, and my professional background is primarily in NYC.
I've been doing this full-time for about 14 years, and as such, my services are legitimately a different product than what my part-time and big-box competitors are offering. My results are better and my prices are higher. It's mostly a luxury product, but because it's education, I need and want to avoid snobbery. I have many hard-working clients who (rightly) deem the expense fully justified by increased scholarship awards.
Buying is usually a fundamentally emotional decision, so while the logo should probably communicate efficacy, sophistication, and luxury, these feelings should not compromise an overall tone of presence, warmth, and power.