Find Your Book Club
The plan for the company, which I think is viable and I might one day attempt to launch, would be to start coinciding with the Wisconsin Book Festival, with outdoor advertising and a very heavy web presence. Following which, you could sign up for a book club in one of twenty different genres (a sample of which is below), that would be led by Literary Linkup's volunteer moderators. The companies overhead would be taken care of through donations and sales of items from bookmarks to e-reader covers to t-shirts and book bags.
The feel is that of the 'Literary Linkup Lady' an intelligent, slightly snarky, librarian type. With the style being a sleek retro look for the logo, which is a readers constant companion, glasses, to a stylized wallpaper made up of glasses and books. The genres are color coded, as are the bookmarks to match the genres. The genre posters would be on display at different meet-up locations, so that not only is it easy to locate for members, but so that non-members could read a little bit about what's going on and might come and join in. As a completely unnecessary but totally fun piece of collateral, I made a music video.