In my own brainstorming, I came up with three words to capture The Gluten Free Customer, which were Connected, Relevant, Practical. I definitely don't want an initial-based logo i.e. no "TGFC" (as it looks like The Global Financial Crisis). I'm still working on my vision etc, but ultimately I hope to help gluten free customers in New Zealand to feel comfortable when dining out and to have additional choices that don’t have a premium price attached. I don't particularly want the logo to reference anything too 'New Zealand' or 'kiwi' focused, as I may expand this to be a global site at a later stage. I also don't want a logo that looks too 'corporate' or boring, as part of the site will also be targetted at GF customers and a blog that talks to both them and the hospitality market.
UPDATE: I definitely like the use of more than one colour in the logo. I don't like the words 'gluten free' being separated on different lines, however I quite like 'The' above and 'Customer' below. I prefer the look of sans serif fonts. Would love to have an emblem somehow that reflects something about the company, without looking too clip art and random. I like where a logo emphasizes the 'connection' somehow graphically (doesn't have to be too obvious, but a few of them have managed to achieve this subtly).
SECOND UPDATE: Would love slightly more original designs to come through, rather than some of them that seem to be just 'tweaks' on someone else's design. I'm not currently tied to any of them, and am keen to be inspired by the creativity out there. It might be interesting to see a reflection of the hospitality industry (without being too obvious/clip art). I definitely like ones that subtly reflect the connection element of the business.