We want our logo to be sleek, clean, simple. It should portray competitiveness, determination, and a strong desire to win. However, we don't want the logo to look fierce and scary. Neither do we want it to be wholesome, funny, fun, or friendly.
When a person sees the logo, we want to them think of our brand as having a similar character (or DNA if you will) as Puma, Nike and Adidas.
Our company name is Gorilla Athletica. However, the word "Gorilla" should be much more visible. We'd like our customers to simply remember us as Gorilla. If "Athletica" is too inconvenient to be included in the logo, we will accept designs without the word "Athletica".
We want a single color logo that will work in "positive" or "negative" formats. In other words, when placed on a dark background, we can use the light color version of the logo; when placed on a light background, we can use the dark version of the logo.
Preferably, the logo should consist of 2 parts, a device part and a word part. For example, Puma's logo has a device part, which is the puma silhouette, and a word part, which is the word "PUMA". The device part should be sufficiently simple that it can still be reasonably recognizable even when reduced to 15mm x 15mm.
The logo must be easily recognizable and can potentially be iconic down the road. A person must able to easily remember and recall the logo even after looking at it for 3-5 seconds. Therefore, the logo, especially the gorilla illustration (if you're incorporating a gorilla illustration), should not be detailed or complex. It should be very simple. Furthermore, the gorilla should not be in a generic position with no attitude. It should be doing something unique, such as raising its arm(s), punching, jumping, "gliding", swinging, etc. If we could get something as simple as the PUMA logo, which effectively communicates a sense of being in action, serious and competitive, that'll be best.
We've uploaded a few logos that we like. All of them have "hidden" meanings, which if possible, we'd like our logo to have. We particularly like the Puma logo.