The key word here is PASSION. The idea of traveling all the way to Italy just to study some art may sound boring to some but for someone passionate about art it's an adventure.
Since the word zoomer hasn't entered the public lexicon yet the logo has to reflect a sense of passion and curiosity. The logo should pique the curiosity of the reader to make them want to read more.
One idea I had is the use of a question mark integrated into the logo, as if challenging the reader to find out what this is all about. I thought of the idea of a question mark because it symbolized the learning part of the vacation. This is only an idea I had so please do not feel obligated to put it in the logo. I would rather you come up with your own interpretation and then explain it to me but if the idea of the question mark appeals to you then feel free to use it.
Also please submit your logos on either plain white or black background. Some designers create amazingly good looking backgrounds but then their logo only looks good on that one particular background.
If you look at the winning design of my MOTOYEN contest you will notice that his design works well on either a light colored background or dark. Also the logo itself works with either color or no color. I like the versatility of that logo and I would hope designers would take that into consideration.
Please keep in mind that this is catering to an affluent market. So the logo needs to reflect an upscale luxury brand. I also plan on branching out the website into a monthly publication so the logo should reflect that. Meaning not too much web 2.0 look more of a corporate look.
And lastly what about the bonus. I will paypal anyone $50.00 if you can come up with a tag line for the business to be used in conjunction with the logo. Adventure travel, active travel, etc. all those cliches don't really fit what the site is about.
I've been wracking my brains trying to summarize basically what's I've just written here into a simple tag line but so far I haven't come up with anything I love. I know on the old sitepoint contests there were some great tag line contests so all you linguists fire up those pens.