Gas prices have risen at a stunning rate over the past year, and this is reflected in increased consumer frustration and feelings of helplessness over gas costs. This sense of helplessness is compounded by increased costs of other staple products (including food), and the crash in home values in many parts of the U.S.
My website will serve as an antidote to this malaise - a comprehensive source of tips on how American consumers can take control of their gas bills. The site will include actions that consumers can take to improve their fuel mileage, including driving tips, reviews of gas-saving devices, and reviews of alternative-fuel vehicles.
The logo should reflect the emotional need of my target audience - to regain control over one aspect of their lives by taking control of their gas costs. The implication is that my website will help them do that, and the logo should instill that in site visitors immediately upon arrival on the site.
Having said the above, I would prefer the logo to be light-hearted if possible, to try to take the "edge" off what is a very serious subject for many people.