Our website will connect people looking for Process Equipment (think Labs, Pharmaceutical Facilities, etc.) to engineers who can help them find/choose the right equipment for their facilities. In many cases, they will be replacing specialized equipment that has broken. The parts/products are very niche to process engineering so it's not exactly retail.
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Decision makers at plants, labs, large facilities that are looking for replacement equipment and engineering advice.
A modern logo that isn't too cold - can be somewhat friendly. Should say "Equipment Genius" and can use art or icons related to the industry. For example: possibly using a silhouette of a helpful engineer or using some type of shapes/visuals that communicate engineering equipment.