StatDNA is a startup selling advanced sports data and streaming video access to professional sports teams to better analyze their team's performance, their players contributions and their opponents strengths and weaknesses.
We assign people to watch games and capture data on every single event during a game; we then create reports that provide quick, simple performance analysis. While our information is vast, we try to simplify it so coaches and players (not PhDs usually) can use it, focusing on visual reports. Also, all of the data is linked directly to videos (click on any number to see a video); so any moment from any match can be quickly found and watched right on the web.
One of our key advantages is in the sheer amount of time we spend in capturing so many details, but we also seek to be a step ahead of the crowd in terms of creating new analytical techniques to synthesize insights from the data. We have "big brains" pulling all from this data that they can.
The conventional wisdom on the sports we analyze (e.g. soccer, rugby, etc) is that the sport is too complex to use data-driven analysis. We think that we CAN analyze the game by isolating the important things going on, in this way can have a very distinctive product.
So key attributes: very deep data, insightful + easy to understand analysis, visually driven (both reports and videos), accurate
Our target audiences are: professional sports teams including coaches, players and general managers. Scouts and agents in different sports. Potentially the media eventually.
Also, we are in many markets across the globe (US, Brazil, Europe), so our logo should somehow be flexible to accomodate that.
Since we will cover a number of sports eventually (soccer), our logo should not cover just one sport.
We have a current logo on our website http://www.statdna.com and I have included a copy here. Note that we will be doing a complete website redesign, so you do not have to match the color scheme in our current website, we're flexible.
What I do not like about our current logo is that you can't really relate it to sports that much. I think its a bit overwhelming as well, it could be a bit simpler somehow.
I do like the tagline we use on our current logo "decoding the game" although its not strictly necessary to include it in our new logo. Decoding the game does speak to what we are trying to do, but perhaps if we had the right logo, this would be apparent (or we could just write it under the logo in regular text). In some ways it would be better not to include it in the logo because we are operating in a multi-language environment. I will let you choose to design the logo with our without this tagline to start.
Please send me any questions you might have.