Words that indicate desired adjectives for this brand: Helpful, Simple, Clean, Effective, Clear, light, optimistic, authority, trustworthy, somewhat light-hearted/comical, Industrial Modern, apporachable.
Colors and Materials: Primaries, Black, White, Grey, Red, Light-stained Wood, Concrete, White Subway Tile, Metal.
I really like logo, design principles, and color scheme at http://www.imbibemagazine.com. (although, I wouldn't mind the addition of a little bit of red, and maybe some slight wood/yellow).
I've created a collection at designspiration, which shows some additional logo examples that I like: http://designspiration.net/pdelinoi…il-skills/