As a special education teacher (40 years) I always focused on the potential within each individual, that it is possible to elicit that potential and consequently provide him/her success in school. Idealistic but firmly rooted in reality, I've guided students from experiences of total failure to honor roll achievements.
The website provides lots of free information in addition to 2 interrelated products I'm marketing. The bulk are special techniques I developed to address deficit skills that keep students from being successful. The other is an assessment process (via the internet) that identifies what critical skills a child may not have and that cause difficulties.
Academic success offers both students and their parents the hope that education should be offering (but doesn't). When parents consistently implement the methods, miracles happen: 2-6 years academic growth in less than a year. If the parents themselves have deficits, the methods could improve the skills of two generations simultaneously. Then 2 generations would have higher work-applicable skills.
The culture/personality I'm trying to get across is that all is possible, that overcoming obstacles is easy, that success is not only for the few, that families can be closer and more supportive of each other, that hope and wishes can become real for everyone.
Tell us a bit about who you are and the people you reach
In a sense, the market is both existing and new. There are many "parent" oriented websites and service providers, but none of them identify and target interventions specifically on the critical yet missing skills that cause children difficulty. While most parents focus on reading, written language, math, and behavior are also problem areas of performance.
I am targeting parents whose children may be struggling or failing in school. The family relationships are often strained because parents, teachers and children do not know what to do differently. The parents want their children to succeed in school but don't know what to do and can't afford the unlimited financial resources that tutoring consumes. Many may home school their children or live in rural areas without access to professionals qualified to help (even teachers aren't able to help most of these students or school performances would be better). Their children may be preschool through high school, but probably most will be in elementary and middle schools.
These will be parents who love and care about their children, who want them to be successful in school and live, and want to have good relationships with them.
I want a logo that suggests individuals creating a new life for themselves because the products and services change habitual patterns of interaction. New relationships and conditions for everyone develop as personalities and potentials change with school success.
I want something that suggests that both parent and children can simultaneously have positive close relationships and success, that parents can provide for them easily and inexpensively, and the long-term result is beneficial for the entire family.
The design should be elegant and simple to convey professionalism in a non-traditional manner. I am not fond of anything appearing traditional in symbols of school (books, building, grades, stars, teachers) and parenting (parent holding a child). I would rather have stylized alternatives if they must be used, but overall I'd rather have a fresh approach to all of these (please be creative!).
I like color but don't want it to overwhelm the design. I like simplicity with its power to suggest (instead of explicit line designs).