I. The Product
We are a software company that has developed a web and mobile app for the hotel industry, specifically targeting lifestyle and luxury hotels around the world (more on what "lifestyle" means below).
In essence, our software allows hotels (who are our customers) and their hotel guests to text message each. For instance, if you are staying at a hotel and you need something sent to your room, instead of calling the operator, you can just message the hotel your request. The guest can message using whatever preferred messaging platform s/he prefers (SMS, WeChat, Viber, Whatsapp, FB, etc.), as our solution aggregates the different messaging channels, and sends it to the hotel.
Perhaps helpful (or not), we have 3 core product design principles:
1. Focus on making life easier. Get’s out of your way (zero activation energy/progressive engagement)
2. Be x10 better (than what customers and users could do now).
3. Make people smile. Be genuine. Emotively stir our users and customers. Let our values shine through and give them little and big delights.
II. The Name
The name "glowing" is apt for our venture and product for two reasons:
1. (Primary) Focuses on the value of the product, i.e. hotel guests will leave the hotel experience "glowing" (i.e. feeling happy and delighted, as well as will talk with others positively and "glowingly" about their hotel experience).
2. The actual mobile device (smartphone, tablet, etc.) when guests (or hotel staff) are using our product is glowing, i.e. the light from the screen is glowing on the user (I attached a picture to make this second point clear - fyi, the picture is purely for illustrating my point, and NOT at all implying design direction for the logo).
III. The Audience
The hotel industry over the past couple years have focused a lot on the emerging "lifestyle" category of hotels. Terms that are often related to this "lifestyle" concept include:
> locally unique
> changing with trends, but not faddish
> NOT ostentatious
> NOT generic
An example of this type of lifestyle (and in some cases luxury) hotel would be Vie Vage (http://vievageloscabos.com/). I would recommend reading the first two paragraphs of the website, as they capture the essence of lifestyle hotels and what they stand for quite well. Other lifestyle hotels include Virgin Hotels (https://virginhotels.com/), W Hotels (http://www.starwoodhotels.com/whotels/index.html), Moxy (http://moxy-hotels.marriott.com/) and citizenM (https://www.citizenm.com/).
Finally, there is an organization LE Miami (http://www.lemiami.com/) that caters to these lifestyle hotels we serve; their website captures the feel of lifestyle brands well.
For broader context, the hotel industry is fraught with old, enterprise software (think Windows 2000) with very old and established ways of doing things. Although text messaging is not new (most individuals in the world message friends and family and co-workers), we are offering something very new to this industry. Our logo should instill feeling of modern, along with trust and confidence.
Lifestyle hotels are new hotels that are generally more embracing of new things (including technology). They are a new and rising segment within the hospitality industry that is seen as helping to define what the overall industry should look, at least in part, like.
This is our market, this is our target audience.