Geotto.com is an online portal that provides a broad array of information on outdoor activities. Specifically, geotto is being launched to fill a gap in the online community for access to detailed, user-driven content and reviews for local adventures. 'Local' is the key word here - whereas there are plenty of commercially oriented sites on the web to help a user buy a vacation package, there is very little related to simply finding a fun local activity for a weekend afternoon. Geotto will provide context-sensitive data on a variety of activities ranging from mountain biking to paddle sports, camping and fishing, triathlons and adventure racing (and many more) based on a users locale and interests. Geotto is designed to be customizable for the repeat visitor, allowing them to create their own profiles, post video, pictures and reviews of adventures they have enjoyed. Geotto.com will be piloting in North Carolina initially and will then move to service a national audience in the United States. Initially, the geotto business model will be based on online advertising of outdoor equipment and activities including retailers, outdoor equipment manufacturers and outfitters. The culture at geotto.com is one that cares about the promotion of local activities and values. We will perform mostly grass-roots marketing by taking part in and sponsoring local activities and events.
Young professionals aged 25-45 with discretionary income, many of whom are parents of young children. They enjoy outdoor activities but have a hard time squeezing them into their busy schedules - hence the 'local' angle of the site. These users have less familiarity with social collaboration sites and so may drive less content but are really the primary targets of our advertisers.
Active men and women aged 16-25 who enjoy taking part in outdoor activities on a regular basis but who are also very comfortable with online collaboration and social networking technologies (e.g. Facebook). Many of these users will be college-aged or entering the early years of professional life. These are the content drivers for the site.
While the above represent the main targets, it is also important to have a brand that is attractive to two other sets of users: First, retirees aged 60-70 are big drivers of outdoor dollars. These are really the set of people escaping cross-country in recreational vehicles or just interested in finding activities to fill their time. They have some familiarity with technology but are unlikely to contribute content. Second, men aged 25-45 who enjoy taking part in outdoor activities like fishing and hunting also represent a huge population and a significant portion of outdoor dollars spent.
1.) the geotto logo must influence the viewer to pronounce the name as 'gee-oh-toe' and not 'gee-ah-toe'
2.) the logo must provoke a sense of adventure and of the outdoors
3.) the logo should be simple with clean lines
4.) any imagery used in the logo should be abstract
5.) 'geo' in the name is meant to represent 'earth', as in the words geology or geography. to this end, the logo should not look too 'techy'
6.) the logo should appeal to each of the audiences above, since this is quite diverse simpler is better
7.) the logo should be compact so that it can be readable in an iPhone icon
8.) I have been thinking about charcoal and forest green colors for the logo (not a hard requirement)