A lot of information is already in the Short Summary, but I'll try elaborate:
Must be vector format, preferably Photoshop, with Gifs.
The overall feeling I want to get from the logo is FRESH, that this is a new approach, a breath of fresh air.
It's a web/online services company, so I would like it to look modern, maybe cool(?). Maybe Web2.0-ish (...maybe). The products & services are hopefully going to be dead-easy to use, so I'd prefer a logo that hints at that too - not a cluttered/complex logo.
I'd like a logo device (I think that's what they're called?). i.e. some graphic/icon/thing that sits in the logo that captures the whole vibe, and that I can then (potentially) use as a watermark / bullet point image / email signatures etc. (Not 100% sure where I'd use it, but basically something that could be reused without the wording to build the brand).
More thoughts: Not sure on WebFresh, webfresh or WEBFRESH yet, will depend on the readability of the logo. Maybe, given the previous paragraph, the device can go between the web & the fresh...?
The domain is http://www.webfresh.co.za. I'm not sure yet whether to put that in the logo or not, will have to see how it looks & what comes through.
I'm also open to taglines; something like "a fresh approach to getting online" or "a fresh approach to web services" (although I think "web services" might be a bit confusing).
I have some colours and styles in mind, but I think I'll hold back for the first day or two to see what people come up with.
We're hoping to use 99designs for most of our design work, so this is also a "proof of concept" for us, in that we're using 99designs for our OWN logo & website. So fingers crossed we get a good result!