Logo should be simple and with clean edges so it can be incorporated into a wide variety of advertising media.
Some themes that we are trying to communicate through the logo (obviously you can't address all so pick and chose):
Something unique for you
From nature for your home
Clean, organized, current
Limitless options / Product Selection
The logo has to feel solid, not wishy-washy (if that makes sense).
We ran a design contest for another of our brands here last year and some of the designs there could give you an idea of the look and feel that we like.
Check out the last contest for what logos did well.
http://www.marble-institute.com/ (industry website)
http://www.countertopdiscounters.com/ (one of our other websites, targeting the price-shopper, but if you click on Granite it will bring you to granite slabs, which is what gets most customers excited).
Google "granite countertops" to see some of our competition.
Google image search for "granite slabs" and "granite countertop" to see what customers are seeing/thinking when they think of granite.
Target customers are predominantly women in the 35-50 age bracket.
The main reasons customers shoudl buy from us is because they get selection and options they don't see elsewhere. Home Depot / Lowes will show customers 20-40 small samples on a wall. We'll show customers 100s of full slabs to chose from. Hand-selecting their granite is a key attraction.