Fantastic online brand needs an update

eSnipe

The leader in automated online auction sniping – eSnipe ensures winning bids on items by monitoring the auction and placing the bid at the precise moment for the precise price for thousands of intelligent clients. eSnipe is as interesting, smooth and clean as Apple, while being as functional and reliable as Microsoft

Our audience demographic is college-educated, $60-70K HHI, financial gadget people, middle-America and conservative. They joined eSnipe 80% to save money, and 10% to cancel bids. They see the eSnipe brand as a utility that is “convenient, efficient and reliable.” Though the current design aesthetic is seen as “staid and looking like 1995.”

The audience will be expanding to include the more liberal-minded coast dwellers who are also embracing the new frugal attitudes brought on by our modern times.

The eSnipe logo will appear primarily on the company website. Secondary uses include stationery and giveaways such as t-shirts and mugs. Our new logo will modernize the brand and make it more accessible to a wider audience. What might look like a Chevy now will ultimately look like a Lexus.

Our design MUST have the “swoosh” either as it is now, or in some way that communicates as well.
The pronunciation of the name must be obvious, as it is currently through the use of the lowercase and italicized “e” and the capital “S.” If there is another solution that is as good or better, please show it.
The "scope" graphic is used by one of eSnipe's main competitors so should NOT be part of your design.

The eSnipe logo needs to be flexible enough to be used in full color as well as one and/or two color applications. Any effects (blends, bevels, shadows, etc.) are welcome, but should not be integral to the success of the logo’s communication unless they can be reduced to a great vector graphic. The winning logo will be shown in both a vector-based version as well as a version in full color glory.

Have fun and make it great.