How TimuConsulting started their logo design journey
The Engine Block (TheEngineBlock.com)
The Engine Block is a yet to be launched online community (social network) for automotive enthusiasts operated by Timu Communities.
See CreatingTheHive.com for an example community (arts & crafts space)
Tell us a bit about who you are and the people you reach
The target audience is potential members of The Engine Block community. These would be automotive enthusiasts ranging from someone who likes cars, to someone who spends all of their weekends working on their cars, to dealers and car clubs. This will also encompass a very broad range of car types, antiques, classic cars, street rods, hot rods, trucks, etc.
Because of the very wide target demographic the logo has to appeal to all groups without offending any of them. For example putting including an image of a specific car type in the logo is likely to turn off one group. So it's better to stick to more generic imagery that applies to all of most classes of cars, like maybe a piston, headlights or an engine block.
* Appeals to a wide demographic of car lovers without turning any of them off.
* Relatively simple in nature with a Web 2.0 look (don't have a particular color scheme in mind)