Current logo is visible at www.rocketfuelinc.com
We like the rocket but are thinking we need to use it as a fun graphical element but not as a key part of the logo. When our logo is shrunk so the whole thing fits inside a rectangle, the text gets very small and unreadable. By contrast, logos like Dell, Nokia, Google, LinikedIn have very light graphical elements that don't stray outside a rectangle around the text.
Also the font in the current logo is difficult to read. We'd like to go for an art deco look but aren't married to it if it's not possible to achieve readably. A Star Trek look may be easier to pull off and more recognizable to a wide audience but the general spirit/tone of the company is more retro and tongue in cheek, which means we'd be leaning more towards Kirk than Janeway :)
The company is an online advertising technology company, focusing on using extreme artificial intelligence to select the right ads that get higher response rates. Marketers refer to this as "Lift" in response rates. Nothing gives more lift than rocket fuel. :)
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