We provide a variety of high-end hosted application clustering, networking technologies, and professional services.
Our company name is stodgy, boring, and surprisingly uninformative given its length: Capital Equipment & Logistics, LLC. We've done business thusfar as the equally ill-conceived "CapEquiLog" about which the most common question is "What is that? French?"
So, we've chosen to change our brand and reinvented ourselves as "GridFury" with the tagline "Set the Internet on fire."
Our technology is great, but what really sets us apart is the passion, and how much we care about our customers' stuff. We feel like the new name does a good job of conveying our passion and energy.
But we need a new logo to back it up. Something unique and memorable (in a good way) that will remind people about our technology and service, and the unlimited possibilities they can achieve with our help.
Our target customers are high-tech professionals and entrepreneurs who are developing large-scale Internet applications. They need some place to host those applications that goes beyond typical "dedicated server" offerings.
They may be excellent programmers or whatever, but they aren't necessarily experts at Internet routing, datacenter power, server management, and they probably don't want to get up at 2am and go to the datacenter because they blew a hard drive or the OS needs a security patch.
So, we offer them a cluster platform (the "grid" in GridFury) that gets rid of all that hassle. We maintain the network and equipment, we keep the OS up to date and secure, and they focus on doing whatever it is that their application does.
So, we're very much about giving them a platform to build their dream app on without all the nightmares that go with it.
We have discussed two different ways of going with the logo.
Option 1 - Image-based logo
We're open to ideas, but we've a perspective grid of connected nodes with fire burning a path through the nodes from left to right. (Rough concept attached.)
However, we definitely want to keep the logo simple. Ideally we want to convey the burning-through-the-grid *idea* rather than create the most visually accurate representation possible.
I hate to say "Web 2.0" but we are definitely looking for that kind of simple, streamlined feel that you see a lot on those types of sites and, for example, a lot in Mac icons. But we want to stay professional, not childish or silly.
Option 2 - Name-based logo (E.g. the "FedEx" logo)
Just the two words, probably stacked:
with some great font/styling/coloring/decorations to bring them alive and tell our story.
The logo should be in color, but should also work in black and white. Given the "Set the Internet on fire!" tagline, we are leaning to a lot of hot colors: red, orange, yellow. Obviously we want color use to convey "energy" not "caution!" :)
It should be simple and scalable enough to work both small (business card / letterhead) and large (web site).
The logo or some recognizable portion should be adaptable for use as a 16x16 favicon for our site.
Thanks for considering our design request!