Company logo design - logistics software

Optrak

We help our clients improve reduce distribution costs and improve customer service, through the use of customised Vehicle Routing software.
Please see our web site http://www.optrak.com for details of what we do.
Our software plans where people should send their trucks to fulfil orders and also tells them how the trucks are doing.
It uses maps and a lot of truck-specific data. It is solving a highly complex problem and the core "optimisation" capability is very mathematical.
We are high-end in the market. Our software is quite expensive ($30,000+). We customise it and are very hi-tech - in that we engage with university researchers to help improve the quality of our solutions.
We are quite a small company < 20 employees.

Companies with trucks that deliver (or collect things). Usually they have 10+ trucks sometimes 1000+
They usually have a business of which the delivery is just a part - for example they manufacture something or are wholesalers. But they can be trucking companies - just hiring out their trucks and delivery expertise to other companies.
We are trying to move up to bigger potential customers so the image must work well in a very professional environment.

We want a logo that we can use to brand our website, business cards and letter heads. Also something we can use or adapt as an email or posting signature on forums.

We have previously used the name with no real logo. In effect we have never used professional design and are quite prepared to change anything about the way we present ourselves. The web site will be redesigned following this exercise, assuming it to be successful so the logo does not need to follow the website - the website will follow the logo.

Maps, schematic diagrams of road networks, trucks and so on are all possible. You can see what competitors do if you google "vehicle routing software" for example. But we are open to different ideas, something abstract might work equally well.

We are particularly strong in loading vehicles (other competitors pay less attention to how things fit). You can see some loading charts on our web site.