I want the logo to be masculine -- to symbolize strength. But subtly, not explicitly (e.g., definitely no muscles or strongmen). I want it to be implied rather than stated, in a sense.
I like the Bruce Lee Jeet Kune Do symbol of the yin yang. In particular I like the arrows circling around it, showing the movement of the system (of the self). That relates to how I see our key philosophy . One of our mantras is: Through discipline comes freedom. The idea is that daily discipline helps one develop capacities (strength, endurance, self-confidence, mental calmness, self-understanding) that in turn give one greater control (freedom) over one's life. Discipline leads to freedom which in turn inspires a commitment to discipline. It's a virtuous cycle. The Jeet Kune Do symbol reminds me of this when I see it.
I like fonts that are angular. I don't like cursive or swirly ones. Angular suggests, to me, strength.
I want subtlety, elegance. Our service, in a sense, is a kind of luxury brand. (The coaching is very expensive, by most standards.) We want to logo to be consistent with that. It should be mature and, again, subtle. We do not want over-the-top or cheesy. We want subtle elegance that symbolizes strong intent.