Their aesthetic is colorful, fun, and youthful and incorporates "hand-drawn" illustrations by artist Kate Pugsley. They want something that's fresh, friendly, and approachable that reads luxury and positive.
Some logos they cited for inspiration were Laughing Man Foundation (for the hand-drawn quality and font), The High Line (for the font and boldness), and The Water Trust (for the ingenuity and color). Please check out these logos we have included for inspiration, as they have a different look than the hand-drawn image we've sent. It's likely that the winning logo will have a bold and clean look that will stand out as different from the hand drawn illustrations, rather than being in the same style, though we are open to hand drawn and organic submissions as well.
They are open to a monochrome look or vivid colors but specifically requested the logo not be green, to avoid an "eco" association (their directory will include eco brands, but also health, humanitarian/fair trade, and charity-focused brands, so they don't want to be limiting).