FurnaceCompare.com is a small company that helps people make decisions about which furnaces, air conditioners, heat pumps and boilers to buy. The people that use our site are typically in crisis -- the furnace just broke and the house is getting cold! We can help them reach a decision more quickly and with more confidence.
Target audience are homeowners in a crisis. They aren't sure who to trust, and they aren't inherently interested in the subject matter.
The design for FurnaceCompare is challenging. We want our logo to express that the company is trustworthy, professional and well-informed.
However, despite what you might guess from the domain name "FurnaceCompare.com", we also cover other types of heating and cooling equipment. That means that although a representation of a furnace might be appropriate for the logo, it certainly isn't a requirement. In fact, our current logo simply includes the words "FurnaceCompare" and an abstract design.
Our current logo is here: http://www.furnacecompare.com/image…e_logo.gif
Please do not include the current tagline ("Comparing more than 45,000...) in the logo.
Feel free to experiment with colors!
1. The typeface should be clear, simple and bold.
2. Nothing too elegant.
I like white space -- please don't feel like you need to fill the logo with color.