After the previous startup I worked for got acquired, I found myself uncomfortable in a large company. I quit and after two weeks notice, I started work on ElusiveHippo. Like I said in the subtitle, I worked for 48 hours straight before completing the initial working prototype. I did everything from server config management, database design, to frontend website design - full stack. I love to build things. It's fun!
I may consider myself an artist from time to time but an artist with code perhaps, not with a pencil or paint. I have tremendous respect for graphic design, industrial design, and illustration - it is clearly not easy!
The culture of the company is very much about hacking, building things with computers. But its also about executing well at all the small details. We iteratively improve our customer support, improve security of our services, and improve how easy it is to use our service. I expect the same qualities in designers.
As for why Hippos? I once had the opportunity to make a short film. I storyboarded a video I loved with a Hippo in it. But it was rejected. I had to make something else that ended up crappy. So now, to me, Hippos represent projects I create out of love and will no longer let anyone tell me to do something else.
The product I have created is useful only for people that would find Heroku.com useful - programmers or product designers who don't want to worry about server operations. Basically: Nerds. Computer nerd code-monkeys.
Such people are usually between the ages 12-50, predominantly male but there is an increasing female nerd population entering the audience's natural habitat.
Alternatively, the other audience is myself. I prefer timeless logos that would still look great and retain meaning even if monochrome or silhouetted. It should be equally as recognizable from afar than from close up. However, consider my preferences as secondary to your own natural instincts.
For color scheme, think ahead, remember the colors will be applied to website, biz cards, etc.
For concept, what would an **elusive** hippo look like? What personality would it have?