We are a husband and wife team who sell on the internet. We have a very successful business selling on eBay and Amazon, and now we are adding our own web site to the mix - thus the need for branding and a logo. Over half of our business is selling new battery powered tools (drills, saws, batteries, and chargers - we sell the component parts separately, not sets), but we also sell a lot of Revereware pots and pans and Chicago Cutlery Knife sets. And, we sell anything else that we can source locally that will sell for a profit online - some examples include erector sets and other toys, CD's, DVD's, books and ladders. That is how we came up with the name - Jack (the husband) and his "cool stuff". Our eBay ID is in fact jackscoolstuff, but a URL grabber stole http://www.jackscoolstuff.com, so we decided that we'd instead call our web store Jack's Really Cool Stuff! We liked that better anyway!
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We sell our tools to both individuals and small businesses (contractors and other businesses that need tools for their work). Our customers are from the US as well as Australia, Europe and Asia. We have repeat customers that come back to us once they have found us, but through both eBay and Amazon, we attract a lot of new customers as well. We want to continue to attract both types of business on our web site.
Our other products sell mostly to internet bargain - hunters or convenience shoppers who have discretionary income. Many of them are in the 20 - 50 year old range, and most of the remainder are Baby Boomers. And again, we want to continue to market to these people on our web site.
We want a logo that will represent Jack's Really Cool Stuff. With that said, since the name is somewhat whimsical, we don't want the logo to be at all goofy or cartoonish. We have a really solid reputation on both eBay and Amazon for quality products and excellent customer service, and we intend to carry that over to the web site and our other branding. We want the web site to be classy and thus the logo should have that feel as well. Any letters or words that are in the logo should be easy to read - not too fancy. The logo needs to look good in both black and white and in color, as we will be using it on the website, but also on eBay and Amazon, as well as on our newsletter, business cards, and letterhead and on signage on our trucks, our office and in our lobby when we move our business to our new location. Other than the above general guidelines, we have no pre-conceived notions about what the logo will look like, so feel free to be creative with colors and designs.