I'm open on whether the logo uses a pictorial mark, abstract mark or Web 2.0 style.
If using an abstract mark, I'd like it to be clearly distinct. I'm not looking for a generic logo. I want the brand to be clearly recognizable if the mark is used alone without any words. Same goes for a pictorial mark.
If using a pictorial mark, I'd like it to represent decisions and the decision process. I've attached a PDF with ideas on how you might represent this, but this is not comprehensive, nor do I think all these sketches are ideal. See the end of these comments for more info on this PDF.
Again, I am open to all three styles of marks. So an icon within the logo is not required.
The logo should be horizontal, not vertical. If using a pictorial or abstract mark, it's ideal if this is roughly square, but this isn't a requirement.
My preference is a pea or olive green, but I'm open to reds and oranges too. I want a strong, but muted color. Something not too bright, but not too dark. For oranges, something like a coffee or ochre. For reds, something like a scarlet or firebrick. Nothing blue, purple or yellow.
In general, if using an icon, I prefer simple icons over complex icons. I don't want anything that looks like a cartoon or that doesn't look good when shrunk down to 40-50 pixels tall. The ability to look good in black-and-white is a plus.
Attached is a PDF with ideas if you decide to do a pictorial or abstract mark. Please don't limit yourself to just these ideas. Any representations of decisions or images which evoke the decision-making process will work.
Some notes on the PDF:
- The elongated diamond gets used in workflows to represent a decision.
- Arrows might represent decisions, but how can these be modified to represent streamlined or optimized decisions. Shortcuts are one metaphor, but there may be others.
- Crossroads and forks-in the-road also evoke decisions
- Gavels and check marks can represent a decision being made
- Question marks can represent a decision point
The font should be clear and easy to read at different point sizes. If possible, the font should be freely available. If not, I'd like it to be relatively cheap (under $100).