Logo For Green, Lean, Not Mean Newco Ontimeairfilters.com

LET ME TELL YOU ABOUT US:

It's a simple idea that resonates with almost anyone who owns their home and has a furnace or an air conditioner. Those annoying filters are supposed to be changed more often than anyone remembers, and failing to change them results in all manner of bad stuff: reduces the life of your really expensive system, increases your energy bills, leaves all sorts of dust and grime to float around in your house and accelerate your allergies, and does nothing good for the earth.

Enter On Time Air Filters. Hey, it's simple. People will no longer forget to replace their filters, then remember 4 mos later, then forget what size they need when they're at the store, then find that even when they know the size, the store is out of stock. Instead, they'll visit www.ontimeairfilters.com and have the nifty chance to pick from "good/better/best" air filters that are exactly right-sized for their home units. The user will sign up to receive his or her air filters to delivered on EXACTLY the desired replacement schedule designed for that filter.

OTAF delivers on time. Homeowners get a little tap on the shoulder (in the form of a cardboard box) that it's time to make the change, and all manner of good, green and cost-effective stuff follows.

HERE IS WHAT WE NEED:

We need a logo that shows clean air, speed (on time) and, well, air filters (although that's in the name so it should show that anyway). It can't be 10 colors and feel like cupcakes destined for a kid's birthday party, but it also doesn't have to feel like post-industrial Russia. We want folks to think it's cool, we want them to tell their friends, we want our boxes to look good on people's porches, and the logo will drive our site design.

Note, we will be expanding to air filters and other home products under other domains, so this logo maybe more broad to include those possibilities with only a word change.

OUR TARGET AUDIENCE IS:

Target audience is homeowners with one or more a/c or furnace units. Likely audience is 28-60 years old. Not sure on inclusion of ".com" in the logo.

WE LIKE THESE DESIGNS:

Lean, clean, works well in print/web/merchandise.

WE ABSOLUTELY MUST HAVE (or we don't want to see) THIS IN OUR DESIGN:

don't want:

the color pink

balloons

dobermans