Lifeguides

Though this logo ideation didn't make the final cut, the design brief and the ideation presented couldn't have been more exact. The brief requested that the branding drew an age bracket of 35-55 year old women, primarily, with an icon that was both iconic (for lack of a better word) and could absolutely stand on its own. The logotype needed to feel homey, have humanistic components, avoid the "v-man," but not be so feminine that it repelled potential business partners and investors.