We are a boutique agency for mobile app development.
We position ourselves as a small group of ninja developers, experts in developing mobile applications for both iPhone and Android.
Our target audience is R&D managers of software companies. We do not sell to the business or marketing guys. We sell to the person who is responsible for technology in the customer organization. We make him/her look good, by delivering what their organization needs, both on schedule and within budget.
On an emotional level, we are the soul mates of the R&D managers. We understand their professional quality needs, which they cannot publicly share in their respective organizations, because they are considered too extreme or puristic. We make sure our deliverables are on a par with their professional standards. In many cases we outrank these standards.
Our public value proposition -- the one that the R&D managers can communicate internally in their organization to justify our fee -- is guaranteed delivery. We deliver where others fail.
The logo should reflect our high quality. It should also convey "expensive", but not in an outgoing manner (e.g., use of gold color), but in a more subtle form. Something along the lines of "non-glamorous but rock solid and therefore expensive military spec". I want the "expensive" part to be a logical continuation of the "high quality".
In other words, I want our target audience -- uber-geeks -- to feel we are the sort of club of which they would like to be members.