The company name itself "XEFinancial" is pretty boring. Therefore, we want a logo with some sort of symbol that we can adopt to form the foundation for our brand. I will include the current logo, it's simply the word "XEFinancial" with what can best be described as a "swoosh" underneath it.
Initial logo designs have simply been variations on the company name in different fonts and colors. Although our primary color is blue (light blue to be specific) we are by no means beholden to the current color scheme. We tend to like logos where there is some sort of clever variation on the letters that make up the name. For example, an X that somehow blends into the E part of XE. Or perhaps an uppercase XE with a lowercase "financial" either above or below the XE.
Again, we are pretty convinced that the logo will need to have some sort of symbol in addition to just the wording. We're the financial guys behind the product so we're not very artistic, but we certainly do appreciate creativity. This is the first time we've used 99designs, but I'm sure that there is probably a way for designers to contact us with questions, and we'll answer any questions ASAP!
We aren't beholden to any particular font or font variant. So please feel free to be creative with your designs, we'd like to see what's available!
Finally, we're a green company and we'd like our new logo to reflect that. Some of the initial logo designs that we've really liked have included one or more green elements such as a leaf, or a tree. Two colors that we use a lot on our materials are #93C83F (green) and #00ADEF (light blue), please see the attached file XE Financial Logo_web7.pdf for a quick example.