Logo Design- YARNDEALER.com, a site for yarn shops

Yarndealer.com

We are marketing consultants to the yarn industry and developing a new website called Yarndealer.com. The purpose of the site is to offer a platform for retail yarn shop owners to manage several aspects of their business including social media posting, e-newsletter management and buying discounted yarn from the manufacturers. It is a subscription-based site.

The target audience is YARN SHOP owners. This demographic is 99% women, average age is 43-55, white and affluent. They are NOT tech savvy, so this design needs to communicate the idea of the site in the graphic, clean, simple.

We need a logo design for our new business to business website, yarndealer.com. A simple clean, classy design is what will win here. Earthy and rustic might be favorable as well.

Image: Obvious graphic associations (the ubiquitous yarn ball) are acceptable, but we don't want the run-of-the-mill images of yarnballs! No tired cliches (writing the name in yarn) Absolutely no clip art please!

This is a cutting-edge platform, so we're seeking something innovative and different WITHOUT being cryptic or overly complicated.

Text: Easily read by 45-55 year old eyes! Nothing small, tiny or otherwise difficult to read. Clean typeface preferred. Serif and sans both considered.

Colors: Prefer 1-2 colors and one of them being an earth tone or neutral would be great. No wild, rainbow designs, Classic, not jazzy or flamboyant

Shape: We'll consider all designs, no limitations.

Some logos in this realm we like:
http://www.thewoolwideweb.com (yarn ball as globe also)
http://www.ravelry.com (red yarn ball clever, different plus clean text)
http://www.jimmybeanswool.com

Final format: We want something that will easily translate to an avatar and a favicon and will expect both in the final materials.
Print file format - .ai (CMYK)
Web file format - .jpg and .png (RGB)