Target audience: Think of a Yoga target audience but equally focused on male and female. Imagine a fresher more modern feel for tai chi. Not the standard tai chi that most people know of occurring purely in the parks practiced by seniors (though that should still be respected). An important theme that should be exhibited in the logo is balance. For instance in the dark there is light and in the light there is always some darkness.. or sky and earth.
There will be an aspect of combat competition as well. For those who aren't familiar, tai chi has many martial applications that aren't popularly known. One of the aspects of tai chi we will be spreading is this knowledge as well. Think fresh, exciting, UFC style, but for the upper middle class.
The standard "tai chi" symbol is the circle with the black dot and white dot symbolizing that each is a part of the other. While we don't want to rule out using this shape in some way, there needs to be a significant amount of modification / creativity and modern appeal added if we are going with the classic tai chi circle.
Slogan I would like to play with: "Health and Happiness for all"
Also the Chinese name of the company is: 太極禪