Since we are based in Louisville Kentucky... horse racing is popular here. However, we do not want to box ourselves into just that. Runners crossing the finish line, or horses crossing the finish line, etc are all possibilities. Please stay away from checkered flags and cars. Logo should be longer then it is tall.
We are open on color schemes.
Ideally, the logo will have some sort of element that can become ICONIC -- think of Remax and their balloon, something of that scale that we can really grab a hold of use over and over. Prudential has their rock. AOL has the yellow man. etc --
Open to the idea of using photos even for part of the logo as long as it would translate well into a modified logo for shirts etc where the detail of a photo wouldn't transfer well.
Logo will initially be used on our new website that is being launched as well as business cards, yard signs, etc -- so it should be easy to read and distinguish the brand from 50-100 feet away.