We need to present a professional, competent image, showing our firm as experienced in business and business coaching. We'd like to be on a similar level to a good accountant firm, but without giving the impression that we are elitist, expensive or conservative/boring. Likewise, we don't want a "fun" look.
Our slogan, "Experience Matters in Coaching" will appear near our logo - but it probably needs to be a separate image rather than incorporated directly into our main logo.
While we've chosen blue and gray, please feel free to introduce other colours while keeping a deep/mid blue as the main colour.
Please design for display on a white background - no background colour blocks or black backgrounds, please.
Please also stay away from the vector art look and any 'shine' or texture/beveling. We want solid, flat colours.
This is our old website and branding, which is the process of getting an update, but might give an idea about our image: http://www.ashleythomson.com.au
ETA: We prefer sans serif fonts. We'd like to see designs with "Tenfold" as the focus of the logo.
ETA 2: We do not want TBC, TF or T as the basis of the image part of the logo.