I'm a startup junkie through and through. I enjoy creating and innovating around the things I care about. In this case it's food and the internet.
My target audience is young hip moms and young singles who enjoy or want to start cooking. For the most part these are very casual cooks, trying to build up their arsenal of recipes. They are highly active online and probably carry an iPhone or Blackberry.
#1 requirement. Be creative! I'm looking for something both iconic and typographically appealing. It should stand out even at small sizes. It will be primarily be displayed on the web and mobile phone. Don't be afraid of colors. Think organic, natural tones. I like serif fonts, but I am open to others as long as it's not too blocky. ALL CAPS will make me sad.