I am targeting the owners of small, local businesses. Mainly I'm targeting professional service providers such attorneys and accountants, or plumbers and electricians, though it could include store or restaurant owners. They aren't really looking to 'take their business online' since their clients will always be local. They generally have a website, but it is little more than an online brochure.
Many are young professionals in their 20s looking to establish a client base. The upper range is 40s or 50s, people who have been in business for years, but recognize the need to adapt to the times. They are, on average, not very computer or internet savvy, and many will be in traditionally conservative fields.
So the image I'm going for is simple, clean, friendly, not intimidating. Very Apple-like, with the infinite white background. My site is a place where people who are easily scared-off by tech topics can let their guard down and learn something new, one simple step at a time.
This logo will be used in three places to start: the website, email newsletters, and in a direct mail campaign. It will also be the starting point for designing the private membership area of my site, so I want to get it right.