We are a pre-launch startup with a small team. We want to make cool stuff that people find useful and eminently entertaining, but we don't take ourselves too seriously. We are firm believers in the power of design and the brand, and we realize that every aspect of the site right down to the legal mumbo jumbo reflects on us, but the customer's first impression will usually be the logo. No pressure.
The site's back end is pretty much done, but we aren't sharing comps here for competitive reasons - please indulge us.
The site has to appeal to a pretty broad audience. Our "customers" will be webmasters, but our typical end user could be just about anyone. Considering the demographic that usually spends time on social bookmarking and recommendation sites, we're probably targeting people as young as teens up to those in their late 30's, men or women.
We're looking for a fun, friendly, professional logo that has a loose aesthetic tie to Twitter. We will be leveraging some Twitter elements, so we would like the design to look like a second cousin of Twitter's logo. First cousin? No, too close.
The logo should of course include the site name (Truelike.com) - your call on whether to include the ".com", and your call as to whether the "T" should be capitalized (please do not use a capital "L".
The site will largely focus on "Likes" and star-ratings, so feel free to incorporate those elements either as symbols, drawings, icons, or mascots.
It's your call on whether the logo has a graphical element to it or if it focuses just on the name. If it's a graphic, it should be simple, only one or two colors (think Twitter bird, not yfrog Frog.) We like Twitter's logo because it is fun yet professional, and Facebook's logo is a little on the dry side, but still good. We also like Skype's logo with the friendly-looking bubbles.
We will also need the ability to show a very small version of the logo -- so small that we can't spell out the whole name -- so it would help if we have the ability to use your design elements to create that smaller logo (like the mini Twitter "t" logo or Facebook "F".) The mini-logo could be just the "T", or "TL".
The site will likely have a white background, so keep that in mind.