Covet is an exchange platform that utilizes the technology of interconnectivity to anonymously and confidentially introduce one or more interested potential purchasers to the owner of an unlisted real property. Home owners and home buyers are our users.
As a company that is attempting to bring 21st century technology to an archaic industry, our logo should convey modern. However, as a business that helps people buy and sell what is often their largest single investment, we must also convey integrity, trust and confidentiality. That said, we have chosen a whimiscal name, Covet, and our tag line (which is not to be included in our logo) is "Win-Win is Never a Sin." In other words, we would like to come across as serious without being stuffy.
Lastly, we think (although we are not sure) that we should avoid a logo that is too literal (a key and roofline, for example) unless the graphic qualities (abstract representation, for example) is extraordinary. We also would avoid any play on Covet that includes a representation of the Ten Commandment tablets out of fear of offending some part of our potential user base.