We're a 5 year old company developing performance analysis and reporting software for large IT enterprises. Our customers are highly qualified, conservative but at the same time very loyal. The problems our software tools solve are complex because of sheer amount of data and interdependencies. At the same time, this data needs to be analyzed with precision and presented in a simple and efficient manner. Which is why there is room for our tools in this very competitive industry. Our new logo is the first step in refreshing our corporate identity (we're planning to refactor the web site, for example) and should help us attract new customers by communicating long-term sustainability and focus that large customers expect from their vendors.
The typical end-user is a system administrator, application owner or performance analysis/planner who needs to quickly access sophisticated analytics and historical reports to identify performance bottlenecks and to prepare for future upgrades.
We would like out new logo to correlate with the following primitives:
1. Nouns: enterprise, IT infrastructure, performance analysis, capacity planning
2. Adjectives: reliable, precise, scalable, optimized, available, flexible
3. Objects: server, network, grid, computer, graph, chart, trend (but try to avoid overused computer and pie-chart icons)
It should look nice when scaled to 20 pixels height so that it fits into top menu (see menu_logo.pdf)
It should be extensible with product names, e.g. [LOGO] AXIBASE REPORTER, or AXIBASE [LOGO] DESIGNER
It should not even closely resemble IBM logo (especially the logo of AIX, the operating system).
Examples we like:
http://www.sequoiacap.com/us/growth : jive-software, Pixelworks
http://www.sequoiacap.com/us/early : sipera-systems, palo alto, outright, opendns, nimble storage, marketlive, linkedin, infoblox, Bubble Motion