In general, we are targeting educated people who like sports:
- Primarily male, but our female user base is not insignificant
- 18-50 years old
- Educated/college degree
- Interested in the statistical side of sports
Most sports sites typically present a very simple, male-dominated, "macho" image; it's all about sports and beer and girls. That is NOT the image we want to project.
At the same time, we do not want to present ourselves as too serious. At the end of the day, our target audience is sports fans, not math professors, so if we make our brand look too serious or "nerdy", it will scare away lots of potential users. Sports, after all, is all about entertainment.
The best logo design will apply a style that presents the right mix of sophistication (without being too serious) and fun (without being cartoonish).