As the target is consumers, I want the logo to have quite a light feel but not funny/silly.  It needs to convey: "this is an authoritative site where you will find information in an easy-to-read and accessible form".

The primary target audience is in the US.  But visitors from around the world are expected.

The logo will need to look good on desktop, tablet and mobile - so nothing too intricate or detailed.

The logo should include the words "The Salt Expert" or "TheSaltExpert.com".
 
The logo should be somewhat wider that it is tall - ie, a horizontal logo rather than a vertical one.

Remember that salt comes in many forms, not just white table salt.  Therefore focussing the logo on just the look of white table salt may not be a good way to go - but I am open to ideas!

schiena&#039;s initial designs were good and I could see that we could, together, evolve them towards something that would match my vision.  schiena responded quickly and creatively to my feedback and, in the end, my two favourite designs from the three finalists were both designs by schiena.  I am very happy with the end result.