We lean towards treating "bluescience" as one word like "facebook".
Our current company name is "Gabe's Pool Service". Our website is on http://www.bluescience.com. We are changing our name to "BlueScience". We want to market this logo along with a marketing message tagline like "Proven Pool Service". This tagline could go underneath the logo similar to how 99 designs has "Design Done Differently" under their logo. For advertising purposes we want to emphasize a message like "taking the guesswork out of pool service" and then attach our logo along with this.
We might like utilizing a scientist as our mascot or incorporate it into our advertising similar to how "Geeksquad" utilizes "Geeks" but still has fun with it. We want to be serious but still fun to some degree because pools are supposed to be fun and relaxing.
We are focused on obtaining customers for ongoing weekly swimming pool maintenance - which includes chemistry and cleaning. We then usually get repairs and upgrades from these same customers as we maintain their swimming pools over time. The combination of all these services to one customer creates a lot of value over time.
Our customers are about 90-95% residential. We maintain just a few commercial and neighborhood swimming pools by choice. We likely get slightly more women then men who call us for our services because we are geared towards ongoing maintenance more than one-time repairs.
Our customers typically make a minimum of $100,000 per year and live in houses usually costing 300,000 or 400,000 and up. They are paying about $100 to $150 per month for weekly pool service. The chemicals alone cost $35-$45 per month and chemistry is typically not maintained as precisly by homeowners... so for about $100 a month in labor you can have a full pool cleaning in addition to the chemical cost every week.
I think it's fair to say we are more transparent and definitive than our competition. We give price quotes up front and on the phone for service based on the pool criteria. We also take the guesswork out of pool service by giving our customers everything they pay for. All our key weekly service items are either paid for and delivered or not. We don't charge for items that are only done "as needed".
You can see examples of our pricing and maintenance points here:
We work out of the Dallas area in Texas and would like to expand in the future to other cities. Swimming pools are almost all outdoors here with almost none of them being enclosed with glass or net structures like they are in Florida. As such the swimming pools are an "open" system and exposed to all the allergens, pollen, dust, etc that is floating around in the air. This means that even the best maintained pools get algae at times. We have algae treatments down to a science. With the pool equipment working right for proper circulation and filtration we have yet to find a pool that we could not get rid of the algae (as long as it was not due to extended neglect and embedded in the plaster).
Please let me know if I can provide any additional information or answer any questions that might be helpful to creating our logo.