I am an Austrian who started a small business in the Portuguese construction industry ten years ago. Recently we got into polishing concrete as a modern flooring solution and success pushes us to make the next step: Not just respond to people who come knocking on our door, but to actively go out and promote polished concrete to the potentially interested customers. Now that we registered the brand "belbetão", which means beautiful concrete in Portuguese, we need the right logo ... image ... to launch our "product" professionally into the market ... print it on our business cards and brochures, cars, trucks, machines etc. We are a tiny team of five ... dedicated to do it right.
Typically we will communicate to architects and planners ... engineers .... but also to anybody who is interested in maintaining a clean floor at low cost ... e.g. hospitals, schools, museums, factories, shopping centers, etc ... their owners or their maintenance directors.
In presentations it usually comes down to: "Do I trust these guys with my factory floor?" and "Is this solution really that good, or are they just showing me some nice pictures?"
Since the word "belbetão" is already long, the challenge is to create a logo which is still easily identifiable and easy to read ... if it is printed on a van driving by.
Our in-house efforts came up with the word in bold font, a reflection of the word underneath .... and a symbol next to it, created out of the two B's in belbetão. Needless to say we could not convince ... let alone excite ourselves.
Capital letters seem to work better .... but are not a must.
The preferred color is blue, since our present company is called BLAU ... but all shades are an option ... from steel blue (almost grey) to turquoise (almost green). The logo should work in color and black and white.
It should convey the image of: competence, clean, shiny, technical, perfect.
Keep it serious and simple ... not playful and artistic.