We are building a web-based system to allow photographers to offer online proofing of photos from their portrait sessions and to sell their photos online to their customers. The emphasis of the system that makes it different from most systems is that we will provide a way to sell print packages that are customizable - this is in addition to selling prints from a standard price list.
Our market is two-fold. First is the photographer who will sign up to use our service to offer online proofing to her clients. We are targeting aspiring professional and newly professional photographers. We expect that the majority of the photographers will be women between the ages of 28-40 who have started their photography businesses as a part time business while staying home with their children.
The second part is the customer that will come into the site to view the photos from their photographer. Again this will typically be the mom coming in to view portraits of her children. We expect the moms will be between 25-40 years of age, college educated, middle income, and now a stay at home mom. The moms are computer savvy and spend a lot of time online using sites like Facebook to stay in touch with one another.
While we may have some male users, the majority of our users will be women. Therefore, we would like a logo that is feminine and will appeal to women but is not so overly girly as to turn away the males that may visit the site or be interested in the service.
Keep in mind that the site is a way to sell photographs to customers by photographers. Incorporating that into the design is a subtle way (or obvious way) is an idea but not a requirement.
We would like the full logo to be horizontal rather than vertical or square.
We are open to color but do not want purple. Also keep in mind that the color palette will need to be used in our branding throughout our site and other marketing materials so it should look good both online and in print. Would like to have part of the logo be iconic enough to stand alone in places where the full logo would be too small (such as an avatar for twitter or facebook).
ETA: We would like to see the designs on a white background.