My best advice to get a sense of me and Money Counselor is to read a few recent blog posts (http://mymoneycounselor.com).
Besides the blog header (web ready design needed), I expect to incorporate the new logo into the covers of the Guide series referenced in the organization description.
The logo should be welcoming, not intimidating, conjuring a feeling of 'this is going to be easy and supportive' rather than 'this looks too hard and is going to make me feel bad about myself (a la Suzie Orman)!' Success, particularly with money, prosperity, security, and competence are also words that come to mind.
If this helps: I think I take an unconventional, non-conformist approach in my thinking and writing, particularly in the area of investing. If you read a few of my posts in the Investing category, you'll see what I mean.
Though the 'look & feel' of the current Money Counselor blog might give you a sense of my aesthetic preferences, I will be changing blog Wordpress themes soon, so the current 'look & feel' of the blog will be changing totally. In particular, don't take as guidance the current 'Money Counselor' logo-like blog header. I didn't create it, and I've never much cared for it.
I'll want the design files (i.e., photoshop) in addition to jpeg as a deliverable.