Our target audience in general is 'nearing' empty nesters, with an interest in the environment but are most likely to buy our products because of their interest in reducing their fixed outgoings as they move into retirement.
We require a logo that represents our positioning. In our sub brands we have used a very simple typeset in Myriad pro font, this is so that the sub brands look like a 'part of the whole'. In essence we believe that all things are about NOW so we really want to create emphasis on that word. You may choose to use Myriad pro or not this is up to you. We like to use cartoon style clouds & grass on our cars etc. So the logo in my mind needs to look fun, yet trustworthy