My website (in development) is http://www.instituteforanimalhappiness.com and you can get an idea of the energy, tone and aesthetic there.
Main themes: farm animals (rescue and advocacy), animal rights, veganism, punk energy!
I work creating modern, fun message-wear, art (music primarily) and humane education opportunities that create awareness of farm animal welfare, rescue and advocacy. I also promote other artists who are advocates for animals and use their work to enlighten on the subject of animal rights and veganism. Because I am a musician myself, there is a hip punk vibe to our aesthetic but the "Institute" noun is thrown in there with a sense of cheekiness. It is more of a metaphor actually, though we aim to open a brick and mortar space that would house a roster of humane educational offerings and serve bird-friendly coffee.
Our target audience is all ages but primarily youthful (college age people are the largest growing demographic of people who identify as vegan and animal rights.) Our products (and my music) raise funds for farm animal rescue and care at a sanctuary I am on the board of.
Basically it is all about standing up for farm animals and promoting animal rights and vegan living in fun, super happy and creative ways. Fueled by coffee and the music.
I am hoping there is a logo for us that features elements of farm animal imagery/motifs (Chickens - roosters are a plus - cows, pigs, goats, sheep, turkeys, ducks, geese and fish are among the animals we advocate for and working a selection of species in would be incredible if possible.) And anything referencing music, happy energy... Our mission statement on the website gives you an idea of why the Institute is being formed and the things we have done, the style of our merchandise.
The one logo in existence that I thought was a fun starting point for a design for us was the logo for the original "Charlie's Angels"... (https://en.wikipedia.org/wiki/Charlie%27s_Angels) I like the retro modern possibilities of that, the silhouettes (could be silhouettes of animals).
(as "industry" below I would actually select animals AND arts)