The logo should reflect the basic character of the company: simple, beautiful, intelligent. The word “foray” should be in lowercase and it may help to emphasize the potentially symmetrical nature of the word’s shape and letter sequencing. The word itself has a soft sound, although the definition (“an excursion or attempt especially outside one’s accustomed sphere”) encompasses a kind of bravery and strength.
The image attached gives a sense for the kind of curves and lines in Foray’s products. It is not necessary, or perhaps even desirable, for this to make its way into the design itself. But it may be that a successful design uses curves of a similar nature or fonts which embody the same aesthetic spirit.
In terms of colors, we can imagine successful designs which make use of a simple black/white scheme or which incorporate color (potentially to emphasize the freshness of this approach)—provided, of course, that it not feel busy, tacky, or overly corporate.
Given that it’s sometimes helpful to define things by what they aren’t, it is important to know that Foray is the antithesis of what one is likely to conjure in their mind when thinking of large, medical device companies. Namely: gray molded plastic, fake plastic leather, tennis balls on the end of legs, hospitals, bedpans, clumsy/bulky wheels, etc, etc, etc. A successful design will convey the substantive divide between Foray and this kind of company. Although Foray’s products serve a medical purpose, they also have much in common with high-end furniture. It’s a company and product dedicated to giving people something which helps them to live happier, more complete lives.