The logo / identity must be merchandise friendly and look just as good and as easily understood on a website, t-shirt or screaming by on the side of a race car.
The customers are into classic cars so the logo needs to have a link to the past but also let people know that we're in the modern world now (i.e., the web is not a scary place to be and conduct business).
The logo / identity needs to convey that we are a business that truly cares about our customers, that we are here to help them and that we want to help them enjoy their hobby. We want to be the "safe harbour" of the world wide web of automotive websites and businesses. We want to be the "hang out" where people always want to come back to because it is comfortable. We want people to trust us to take care of them.
Personified, we are the professional repair shop that is the best in town. Yes our hands get dirty but our place is well run, organized and customer friendly. We are not the greasy dirty garage in the sketchy part of town with Bubba behind the desk that is out to make a quick buck.
I struggle with this next point. It is a web based business - reduxgarage.com is our domain name (not launched yet) but I'm of two minds on whether or not to include the .com. One solution is to include the .com for the launch and until the site becomes sufficiently known within our target audience so that the .com is superfluous. If that is the approach then the design needs to be equally effective with and without the .com.
In the mean time, you can check out http://www.myautoproject.com for a sense of what the beta sight looks like. (more refinements to come)