Logo for hot Web 2.0 Medical service -- guaranteed

Jiff

We are building a revolutionary system of health care in the US and Western Europe that will be powered by the Internet. We aim to be the Apple of health care, with religious customer service like Zappos, the Ritz, and SouthWest Airlines. We will provide people with better health at a lower cost, and when they do need to interact with the medical system, we hope to make it as pleasant as possible.

Our personality is friendly yet precise. Google (colors), Apple (burnished steel, crisp). We are quick. You get your health "taken care of in a jiff."

We are part of Medpedia, developed in association with Harvard, Stanford, U. Michigan, and the American College of Physicians. We are based in San Francisco.

All medical professionals in the US, and all employees in the US who are making a decision about where to get their health care.

We are the Internet-Powered health plan, born in Silicon Valley. So the logo needs to remind people we have better technology. It should thus be pretty sophisticated and techy looking.

The attached file shows two logos we already have using Caslon or something close to Caslon. You should use Caslon.

We're thinking the logo should be Jiff not JIFF and not jiff

*** No icons, please. We just want the letters to be the logo, like Google, Facebook and Yahoo. No icon necessary! ***

*** Please do not make the logo all red color. That's alarmist in medicine, means something is wrong. :-) ***

We're thinking there could be a burnished metal in the middle of each letter and an edge of different colors on the wide border around.

The colors on each letter should be friendly but professional. Lighter than what we've used in the past for Medpedia and BlueRed.