The main requirement is that the logo should help make the name, Filter Hut, memorable for the next time the customer needs to purchase air filters. Tropical and/or tiki-hut themed is preferred but not required.
Some feelings we are trying to convey are:
-pure air (hence tropical)
-professional (so no mascots and not too cartoony)
-great value (without being cheap)
-simple (not too busy)
You can visit our website at http://www.filterhut.com to get a feel for our current design (although this could be redesigned to fit the right logo).
Of course the words "Filter Hut" in the logo are required. "LLC" in the logo is optional, depending on how much it is needed to add to the professional aspect.
Bottom line, six months after purchase, we want the customer to make the mental connection, "What was that site? Filter something...tropical...oh yeah, Filter Hut."