Design a Logo

I am opening a coffee roasting business in Calgary (Canada), for which I need a logo. I've worked with some graphic designers in the past, and they usually asked the questions that I answer below. Company-related questions How would you describe your product? - Typeface coffee is a third-wave coffee roaster providing only speciality coffee (>80 SCAA scale) that is roasted to extract the full potential out of the coffee bean. What are the long term goals of your company? Long term goal is to grow the company to large scale production roaster at the same time not compromising on quality of the coffee. Companies that come to mind are Blue Bottle and stumptown. What do you want your new logo to accomplish? I want the new logo to present a company that is vibrant, modern, and serious about roasting really good coffee. Who are your main competitors? Phil and Sebastian, Jade Coffee Roasters, Rosso, Monogram, Transcend Coffee Roasters, Crickle Creek Roasters How are you different from your competitors? Dedicated to sourcing from the best farms but more importantly dedicated to roasting the coffee to ensure the flavour comes out in the cup whether its using an aeropress, pour-over, drip, espresso methods. I want to educate people about coffee not just keep it to myself ensure that people understand what goes into the "little cup of joe'. I want to source my beans thru a farmer not a middle man to ensure that I'm getting the best coffee and the farmers getting the money that he should get for the work that he does. What’s the age range of your target customer base? 25-70 with main target 25-45 range Project-related questions Do you have a tag line? If so, would you like it stated along side your logo? Typeface coffee roasters there is no script. I don't think i would like the tag line stated along side the logo. Do you have any color preferences, or existing brand colors? Black, Grey, Yellow, Red, baby blue. Yep, I said Baby Blue! Do you have any colors that you do not wish to use? brown, green, purple What adjectives should best describe your logo? Needs to be easy to read and apparent, simple but modern, visible at all levels (website, bags, cards, signage) What feeling or message do you want your logo to convey to those who view it? First thing I think of when I hear the name is a typewriter key plate or the keys on the keyboard. When I think of this I think of manuscripts, documents, ideas, etc. I want the logo to present Innovation, ideas, creativity, evolution. How do you prefer your logo to be worded or written out? Both the logo should be an evolution from hard typeface to written typeface How would you like the typography to appear? Custom lettering Example: script, bold, light, hand drawn, custom lettering Where will you logo be used? web, printing (bags, cards, coffee sleeves), signage Example: print, web… Where will your logo primarily be used? Horizontal logo typically If the primary usage is for the web, typically horizontal logos work best. What’s your preferred deadline, time frame or exact date of completion? two months with multiple reiterations Would you like any addition design services to be packaged with your new logo? Business cards, packaging, stamps Example: business cards, packaging, envelops, letterheads, etc. What logos appeal to you and why? (visual examples would be great) Pilot Coffee - simple, intelligensia Coffee - winged logo presents the idea of flight, Has bean coffee - simple log great color and name, pig iron roaster - rustic look unpolished.