1.) We want to portray a modern, professional, high quality brand. Feelings of action, adventure, and extreme outdoors come to mind as well.
2.) Ideally the logo will convey high quality, professional gear for hunting, fishing, and the outdoor hiking/camping industry. That doesn't mean we're necessarily looking for a gun or fishing rod in the logo. It's up to you.
3.) The logo should be simple and catchy. Ideally it could be easily enlarged or reduced to small sizes, depending on the situation. I've owned some companies where our logo was too complicated, and it was difficult to create a small website icon or embroidery for promotional clothing.
4.) In most cases the logo will be used on a white background, but
ideally it could be easily "reversed" if necessary to use on dark
backgrounds (e.g. dark colored jackets, etc.). Do not let this interfere with a great idea. This would just be a "nice to have" bonus.
5.) Our website at http://www.ProOutdoorGear.com is currently plain and unattractive, but it gets the job done. We need to kick it up a notch. Note that many of our higher end products are not shown on the website yet, but you will get a feel for some of the types of products.
Having said all of that, these are just thoughts to help you get a feeling for what we think we want. But, you're the designer and we're looking for all great, creative works.