I'm starting a new venture as research design consultant in fitness and nutrition studies. Basically, I've had a blog for a little over 5 years and I'm transitioning it to be part of a site to "brand" myself as a consultant/collaborator for research groups/companies looking to design studies in the fitness and nutrition field. My blog has been called "Evidence-based Fitness" from the get-go, which is a play off the term "Evidence-based Medicine" which is the concept that using research to make decisions about how doctors treat patients is important to justify health care decisions.
My target audience is two-fold:
1) My blog usually draws fitness/nutrition enthusiasts who are trying to get into better shape, and are looking for research-based guidance on how to make health decisions on their fitness or diets.
2) My hope is that it will also draw researchers who are looking for some additional expertise to strengthen the quality of their own studies. Usually this has to do with logistic planning, and statistics.
Examples of websites that have similar themes in terms of featuring individuals who have multiple facets to their jobs would be bornfitness.com and biolayne.com. I'm looking more for a bornfitness.com feel than a biolayne.com feel. I differ from both of these guys in that I'm a researcher in my own right, as well as a blogger, as well as (hopefully) a research consultant (as opposed to Born's trifecta of coach/writer/blogger), however I don't want to come across as a sterile, cold, medical academic either. So the logo has to ride the fine line of professional, yet approachable/relate-able, as I don't want to alienate my existing readership. As cool as using a capital Greek sigma or a beta might sound, I think that sort of stuff will end up pushing people away (statistics, for most people is intimidating to begin with), which is why I've classed this as more "Physical Fitness" than "Medical" in industry (Where's the "Science" industry option?)
I haven't decided whether my name (Bryan Chung) should be a part of the logo or not. I tend to shy away from it, but if there was a compelling design, I'd be open to it.