Our target audience consists of operations managers, facility managers and general managers of large retail stores such as Walmart, Costco and Staples, plus low-rise (3 to 4 floors) commercial office buildings and medical centres. The common element that allows us to custom design and implement an energy management solution is that all these buildings have roof-top heating and air conditioning units.
We would like to leverage the fact that we are a Canadian company serving Canadian business, so perhaps including some component of the red maple leaf from the Canadian flag in the logo design might be appropriate.
Our key competitors are typically much larger companies that serve the worldwide market. They include Johnson Controls, Honeywell, Schneider Electric, and Distech Controls.
If it is possible to convey the concept of energy conservation (natural gas and electricity) graphically with the logo, that would be ideal.
While a flame graphic works well for natural gas, it is difficult to represent electricity conservation with this concept. I would encourage all of you to think of alternative ways to represent electricity use/management. An obvious symbol is the lightening bolt, but the light bulb, light switch, fuse panel breaker switch and the 3-prong plug are other options that can be explored.
Perhaps there are other more abstract graphic ways to convey energy management and conservation that you can explore.
When our client prospects view the logo, they should feel like it represents an established, trusted, market leader.