Bootstrap Brands is a portfolio company that owns and operates 4 main brands: Happy Wax, Bullseye Office, Elf Logic, and Chore Hacker. We are still very much in start-up mode (no website of our own or logo yet, although our brands have websites - happywax.com and bullseyeoffice.com are 2 good examples). We are looking for a logo that can travel well and not interfere with these other brands. So, we chose design directions that were either clean and modern that still has some personality to it, and also some more "classic" looking designs - an industrial or vintage vibe.
Our core values as a company: resourcefulness (bootstrapping!), no ego, can-do spirit, entrepreneurial. Our team is a group of entrepreneurs with several successful companies under our belts (Thundershirt being one example), and we are looking to build a cooler, modern Proctor & Gamble - a **family** of brands held together by a core team that infuses every brand with our entrepreneurial spirit. This is why having an interesting yet not in-your-face logo is really important - we could eventually have 10 brands, and we don't want this to interfere with them. We want an additional, more specific symbol or graphic element (like a bull or a version of the Lucky Strike tower attached or anything else you think of!), but the wordmark should still work really well on its own.
I chose a couple of logos I was drawn to (from 99designs set-up of this brief) because of their incorporation of a simple additional graphic element in addition to the wordmark. We want the focus to be a wordmark that can stand alone outside of a small complementary graphic, however, we like the idea of a symbol in addition to the wordmark. We have even discussed doing something around a bull or the Lucky Strike tower which is a landmark of where we live and work. We are based in Durham, North Carolina (the bull city) and have seen some really cool, classic takes on bulls that could be cool if they don't look cheesy.
Speaking of cheesy - this logo needs to feel generally mature. The Bootstrap Brands website will not really be consumer-facing...it will primarily be visited by our target retail partners (department stores, chains like Bed Bath & Beyond, etc.) as well as prospective employees and ultimately investors looking at our brands.