About the word "Underlivet"
Underlivet is a Swedish word, without any direct english equivalent meaning, relating to the (female) genital area. The closest english translation would probably be "womb" or "vagina". The word lacks sexual connotations and is instead mainly associated with female health and fertility.
It is important that the logo is tasteful and confidence-inspiring. It should not be humorous or provocative. Appropriate connotations are femininity, sensuality, intimacy, beauty, lust, health, youth, dignity, confidence and empowerment.
The current logo (attached) is pink & white and although we envisage these colors will also be included in the new logo, please feel free to experiment with different colors, either by adding new colors to this palette or by replacing it altogether.
One idea is to somehow incorporate a female body into the logo in a tactful manner, but please do not feel confined to this setup. If you can come up with something “out of the box” which is better we will happily choose this idea instead.