The target audience is mainly Americans (80%) but also Australians (20%) in their 20's and 30's that are proactive about their health and wellbeing.
Even split between males and females, they are generally educated, web savvy and used to getting their info online. Have a good disposable income and an environmental/social conscience.
Quality is important to them and they are prepared to put themselves out or pay more to get it.
The people that are interested in a Paleo lifestyle have got better things to do than surf the net all day looking for info, products and resources. They want to get in the kitchen and get cooking, get to the gym, get out and play or get some more sleep. So the Paleo Llink will be like a "one stop shop" for all of the things they need to support their lifestyle, saving them time and allowing them to put some quality tools in their tool box.
Because of the evolutionary aspect to the Paleo diet (eating close to the way that our paleolithic ancestors would have eaten), The Paleo Link is a play on "the missing link" in evolutionary terms.
Wikipedia: "Missing link is a nonscientific term for any transitional fossil, especially one connected with human evolution; see Transitional fossil - Missing links and List of transitonal fossils - Human evolution."
I like the look of logos like Facebook and Twitter, (simple with white writing on a coloured background) and if it is possible I am keen to see a thumbnail that could be used as a gravatar and flavicon, as well as a full logo. (Like the twitter bird, for example)
I also like the Amazon logo and it may be useful to have some 'head nod' to that logo, as a lot of the content on the Paleo Link webstore will link back to Amazon.
Could you please also explore logo designs that include the .com?
I am not keen on serif fonts (like times new roman) or cartoonish cavemen images.
You can also check out the blog I have @ http://eatsleepmove.com.au
This will, at some stage in the future be brought into line with the logo/branding of The Paleo Link.