Our logo must convey that we represent an established, trustworthy technology. It is a safe, environmentally-friendly cleaner/disinfectant. The key differentiator of our product is a "designer molecule" which lasts indefinitely and can kill any microbe it comes into contact with.
The logo should evoke chemistry and science at the microscopic, molecular level. But we want to convey a sense of security, safety and comfort. No scary atoms that remind you of a nuclear bomb!
The three letters A P S must be central to the design. The full name of the company, "Antimicrobial Products & Services" will always be a subheader. The headline identity of the company will incorporate the acronym APS.
We are in the process of designing our website. We've been using Helvetica Neue for its clean, sleek look. Predominant colors on the website are grey, white, some minimal environmental green and blue.
Even though it's a woman-owned business, we're not looking for flowery, feminine, or calligraphy type styles. Also, no cartoons or caricatures since they distract from the serious science.
Artistic representation of the concept is OK. We prefer clean, neat, sleek, sophisticated design. No garish colors -- prefer muted, sophisticated colors. Logo must work for print (including stationery/business cards) and website.