I'm a web developer building the placeforce.com website. We're a small company at this point, just 3 of us, and we're bootstrapping the website to get it started. We're just starting to get customers and we want to give ourselves a look that fits the expectations better. I am redesigning the site to have a similar home page to sites like chargify.com, salesforce.com, 37signals.com, etc. We're a Software as a Service site, charging a subscription, we're looking to give a good impression to new potential customers and be the type of logo existing customers would put on their own site.
40 year old male business owners in the service industry, just starting to embrace web-based technology and solutions. Window washers, plumbers, electricians, property managers, etc. More technical than their peers.
Just something that will work well on a t-shirt, website, hat. I'd like to be able to have a square logo as well as a long wide logo. I don't want it to be too edgy, but it should be something that is more masculine and solid than high-tech or too fancy. It will be shown on a black background in most cases. There are situations where it will shown with a white background and I'd like that to be considered.