We are targeting the parents of children in communities throughout North America, especially kids aged 5 through 16. The logo (and color palette) will form the basis for the design of the entire e-commerce/social networking website and invitation/RSVP tracking application.
We may continue working with the same designer, for instance for the website, or at least for the electronic invitation templates. We have a lot more design work ahead of us, but I feel like it all rests on getting the logo/identity right.
It may be a good idea to incorporate a stylized version of a recognizable party symbol like a cake or balloons. Another idea I've been toying with is using a cartoon-y elephant as a mascot, since one of our messages is to "Make your birthday memorable." Very open to other suggestions, however.
The more I think about it, the more I realize that a character or mascot may be necessary to give the brand a personality that we can build on - does not have to be an elephant :-). I'm open - would love to see something that feels just right. Memorable is one key message, sharing is the other - does that help??