Luxury client global service needs LOGO

Joy Facile

Joy Facile is a premium new top end client service, which provides its customers with innovative ways of spending their free time. Whether this involves yachts, villas or meeting great personalities or entering art world, the standard is always superb. While products are very innovative and creative, we distance ourselves from the typical ways of offering a client whatever there is on the market.
We position ourselves on the global market, we cooperate with a diversified group of partners. The later include top end properties, hotels, services, cars, boats, jets... We are in the middle of these partners on one side and clients who need such a service on the other side.
Joy Facile is a brand we would like to establish and which should empower quality, a guarantee for satisfaction and making all wishes come true. Joy Facile should be extraordinary. Creating a logo and brand is our first step, the next one will be designing the website.
Joy Facile stands for the ultimate enjoyment in life which is effortless yet fully rewarding.

Our target audience are wealthy clients. Second our partners whom we cooperate with in the luxury sector and are already established with their brands on the highest possible level and we have to level with them in order to be able to cooperate with them successfully. Our audience are opinion makers, strong personalities, leaders. As our products (ways of spending time) are sophisticated and intellectually on a higher level, so are our clients. This is not for the “bling bling” but for the intelligent and smart, people who understand fashion, art and else.

The logo should present prestige, but not the flashy one. It should be strong. Not something similar to royal emblems or else. We are looking for a design that could be very modern as this would reflect our products. It should express innovation, but it need not be complicated. You can also play with the initial letters, or try to be elegant.
The logo will be the basic representative graphic used on a website, letterheads, advertisements, client cards.. everywhere. Also the possibility to use it in negative.
Colors are key, no strong tones, lite compositions. Logo needs to express emotions, feelings!
We need print file and web file formats.
Some links to top brands in our sector...

http://www.bauerhotels.com/
http://www.nuvolari-lenard.com/
http://www.netjets.com/default.asp
http://www.vancleef-arpels.com
http://www.gucci.com/us/home

2nd STAGE
Many of you have submitted your designs and clarified what we want and don't want.
Use a nice and simple font, maybe combine two different colors for both words. Colors into earth tones, joy and effortless. Many combinations already with JF, but what about a certain form instead, like an organic form, drop of paint, a bird, butterfly... On the other hand a beach umbrella, sunglasses, headphones.... think about effortless living.