We are the Internet-Powered health plan, born in Silicon Valley. So the logo needs to remind people we have better technology. It should thus be pretty sophisticated and techy looking.
The attached file shows two logos we already have using Caslon or something close to Caslon. You should use Caslon.
We're thinking the logo should be Jiff not JIFF and not jiff
*** No icons, please. We just want the letters to be the logo, like Google, Facebook and Yahoo. No icon necessary! ***
*** Please do not make the logo all red color. That's alarmist in medicine, means something is wrong. :-) ***
We're thinking there could be a burnished metal in the middle of each letter and an edge of different colors on the wide border around.
The colors on each letter should be friendly but professional. Lighter than what we've used in the past for Medpedia and BlueRed.