I will be specializing in sports massage, so I will be targeting the adult athlete demographic (professionals, amateurs, weekend warriors) that include: triathletes, runners, cyclists, swimmers, weightlifters, and including adult recreational leagues (basketball, hockey, soccer, flag football, etc). My primary specialty will be athletes, however I do not want to turn "regular" people away either.
The logo needs to be professional looking, not cartoonish - the target demographic are active people with disposable income to spend on the "extras" like massage, as a proactive way to stay healthy and keep themselves in good shape.
I've agreed to sponsor a local cycling club, so my logo will be appearing on their jersey, and I'll have a banner ad on their website. I may sponsor other athletic groups in the future, so having a logo that displays the name/imagery/website and be eye catching, memorable, appealing, representing smooth athletic movement is key!
I want to be positioned so that when someone in my geographic region thinks about "sports massage", they will think of my company because of the logo that they remember having seen, and how impressed they were by it!!!