The icon or symbol that goes with the logo is the most important element for us.
We want the icon or symbol to convey a feeling of fun, healthy living... for people that enjoy sports like running, yoga, soccer, surfing, spinning / cycling etc. Southern CA lifestyle - we want to paint that picture in our look / feel and imagery.
(Natural, healthy living - yoga, workout class pics, walking your dog by the ocean in yoga clothes, taking a walk with your girlfriends by the beach gabbing w/ your friends laughing -- these are all appealing images that could sell the active lifestyle to a person who is not that active. We want our logo to have these feelings.)
Our customers are primarily female, 20-60years old, want to look younger and feel active. Our site sells products that help them feel sexy, active and fun.