It's a smart thinking tool. Website's layout is conceptually similar to
twitter.com but even softer, lighter & clearer (though generally blue).
it should radiate something clean, cool, fresh and perhaps slightly feisty.
Logo can be a combination of icon + text: consider using the friendly fonts frequently used by Apple inc.
Organization name in a stylised type/font becomes the logo.
Letters/initials from your business name are used to create a logo.
Representing trends from the internet including gradients, rounded corner etc.
white, orange / blue