Media publication desperately seeking logo update

insideARM.com

We're a business media site covering the accounts receivable industry. We're in the middle of a huge redesign and we need an updated logo to use in our shiny new site.

We're working on making ourselves more accessible and more interesting to different kinds of audience members. This means new and different content, tone and rapport with our audience.

You can check out our current site at http://www.insidearm.com. We don't like this current design or logo, so you have a chance to shape our new image. Our new site design is in progress (pending this logo revision) so we're anxious to get started.

Our audience tends to be slightly older decision-makers (manager and above) at accounts receivable management firms and collection agencies. We're currently working on getting more content for the debt collectors, who tend to be younger and a lot more web-savvy. This is where you come in - we need to update this thing to make it appealing to both crowds.

We want an updated logo that is clean and attractive. It can't be too shiny or Web 2.0, but it should have some definite style and some nice treatment. See the attached 5sides.png for an example of what we're looking for.

Ideally, we'd like "inside" and "ARM" to receive two different treatments as in the example above (five vs sides). We'd also like to see a subtitle that says "accounts receivable management." If possible, we'd like to see some variants with those elements.

Stick to a color palette where blue is the primary color. Something like #445577 would be where you can start, but feel free to experiment with gradients of your choice. Please see the attached insidearmcolors.png for the current color palette. You can use or omit anything you'd like, except for the blue.

In terms of an icon or image that is part of the logo, we racked our brains to come up with something but couldn't. Feel free to experiment and send your ideas. Something that we did figure out was that boxes could help convey the "inside" aspect, but we don't want to go nuts with pictures of actual arms or anything like that. Keep it simple, if possible.

Lastly, our current logo is attached for what NOT to do.