I wanted a nice balance of whimsy and sophistication, for a smart look. I've tried a lot of color and typeface variations and this is one of my favorite results. Using the symbol in place of the letter A will draw viewers in with a powerful statement.
I believe a symbol like this asterisk-like one is a more accurate representation of the word 'spark' than a flame would be (I see a lot flame-inspired designs here). So I have several variations of this idea, using the symbol as part of the word-mark, which I think will make an impact while maintaining integrity and sophistication.