Mission needs a new logo

Mission

Our new company is primarily a B2B company renting and selling ultrapure, high efficiency drinking water systems. They offer higher quality water and a more sustainable solution than any other provider on the market. Out technology(secret sauce) is designed and manufactured in Silicon Valley. Additionally, our key markets are Southern and Central CA, AZ, CO and TX. Both our mfg facility and our corporate offices are in CA - San Carlos and San Diego respectively. As such, we certainly don’t mind having a CA feel. We plan on having a very small badge on the unit - the CA Flag (bear) that says “Engineered and Designed in CA.” This is appropriate for the purification technology but the cabinet itself will be manufactured in China. The cabinet itself will be primarily in stainless steel. http://www.kingskywater.com/product…er/ksw-17/ . We would have a badge made from the logo to be adhered to the bottom center of the cabinet. Although we want to be different, and slightly more edgy, than the other companies in this space – we have to keep in mind that we are still primarily B2B. As for the logo itself, I lean a bit more towards a readable cursive, I am not married to the thought.
I expect us to be about 15% more expensive than other systems on the market as our technology is 2nd to none. Our units themselves may lack some of the cooler bells and whistles – buttons instead of spigots, a lack of LED displays and such. However, they should really stand the test of time for being strong and durable. We opt for substance of symbolism.
Key words in our industry are bottleless water cooler and bottleless water dispenser. Obviously the key here is getting rid of the bottles but we would also be very active in replacing other Point of Use (POU) systems that are less efficient. We will operate our own corporate dealerships(CA and AZ) but in Year 2 we would start to sell our product to other independent dealers around the US. There are 3 large players in the industry. But I dont think any of them look fresh.
http://www.waterlogic.us
http://www.quenchonline.com
http://www.purewatertech.com
I would summarize our position in the B2B space(industry) as Business Services, Food and Bev., and Health/Fitness.
For the logo itself I definitely lean toward red and black, maybe a touch of green. Since the units are mainly stainless steel - this should pop nicely.
as for a slogan, we are thinking that we might incorporate "High Efficiency - Ultra Pure. but not married to it yet.

http://www.kingskywater.com/product…er/ksw-17/

Please see this link for the basic style and form factor of our systems. We will probably get 2-3 units form this mfg.

On the logo pages, i love how Stumptown has the script for the window and the rooster for the merchandise. good feel.

Remember, we are B2B - Fortune 500, hospitals, high tech - we need to look cool but still classy.