Super Niche-y Consulting Firm Needs Identity

Jetmore Consulting

Jetmore Consulting is a recently formed boutique consulting firm focused on management consulting for the ready-mix concrete production industry. The industry uses the big turning trucks to produce and deliver concrete to jobs ranging from small do-it-yourself projects to enormous jobs like interstate highways and high-rise buildings. The industry is unique in that the product gets hard and goes bad pretty quickly after it's produced (pretty much like you've seen in the bugs bunny cartoons).

Jetmore Consulting provides technology-focused management consulting services to this industry. This includes identifying and implementing best practices, key performance indicators and process definition.

Due to the particularities of this industry, there are only about 5 companies that focus on this kind of work. All of them -- including me -- are one person shops. I need to be able to set myself apart from my competitors.

The target audience is decision makers at ready mix concrete producers (the people with the turning trucks delivering the concrete, not the people on their hands and knees finishing it). At smaller companies, these are typically the owners. At larger companies, these are general or division managers.

These people typically are from an operations, blue collar background and do not have college educations. They are often mistrustful of "book learnin'" and technology.

The logo will be used in individual communication, not in mass media.

I want an image that projects solidity, dependability and competency rather than "bells and whistles".

I would like a typeface design rather than an icon design. An icon can be incorporated if it suggests the production of ready mix concrete (e.g. a mixer truck), but it is not required. I would rather have no icon than an icon that is included just for the sake of identifying the industry (the target audience already knows what industry they are in). [Edit: As the contest has developed, I have come to prefer designs that include an icon].

I have been using an orange theme in some of my communication up to this point, but it is not a requirement. Sans-serif fonts are preferred.

Under no circumstances should the logo involve any kind of play on the words "Jet" or "More".

The logo will be used on business cards, letterhead and a simple website.