Simple, memorable, trustworthy, professional...
Aesthetic philosophy here is that the logo should be recognized instantly, without a doubt, it should not be too complicate and it should be striving for a modern look. Visible and understanding from far away as well as in close-up situations of course. The brand should be positive, promising, inviting, and professional.
The logo on its one transfers enough of the message and energy needed in order to be properly viewed and understood.