The Logo should communicate a sense of fun, light, happy - appeal to teen market without alienating kids or adults.
There has been discussion about including some kind of “character” as part of the logo - or as a side-kick to the logo. The idea is to play off the name and use a polar bear. The character may then become a key element of the store - opening new stores, attending community events, incorporated into store murals (a bit like where’s waldo but cooler and more urban).
Character is envisioned as a Polar Bear ("Frozey" the Bear) or similar idea, but not too cutesy more edgy with a cool factor - think “Family Guy Dog" or illustration of Polar Bear shown in reference images for examples.
It is not envisioned that the character would be necessarily a built in part of the logo, although it could be, but would be able to be used in conjunction with it (hence side kick) - suggestions on best way to present this are welcome.
If type is standalone it should have individual personality, not be a straight font. The type can be enclosed in a shape or combined with the character in some way as in example Einstein Bros logo. However even if character is combined with typography in total or in part it will still need to work as a standalone element in some uses. Similarly if the typography is combined then it should also be able to work stand alone and have enough character to work in that way.