1. The reasons we like ZipCar logos are
1) The shape part of the logo gives the audience a sense of speed, which is a core value associated with the brand.
2) The shape part of the log can be easily detached from the whole to use on mobile, business card and other places where space is scarce.
2. The reasons we like Facebook Logos are as follows: Facebook logo is distinct. It has two parts which can be either used together or separately for different scenarios. For instance, the fully spelled out facebook logo are used on their homepage, which is self explanatory to new users of facebook. The icon is in harmony with the fully spelled out version and can be conveniently used on mobile, name cards and so on.
The same goes for Pinterest, although the two icons are rarely used together.
3. The value of the logo:
1) The logo should be unique.
2) The logo looks gender neutral. We want to attract customers of all kinds.
3) The logo should be clean, sleek and modern. Like gilt, not like open table.
4) The logo looks trustworthy.
5) The logo reminds people of food/restaurants/menu.
4. The current theme colors are 1) 208 50 49 and 2) 240 236 221
But please feel free to suggest improvements and provide rationale.
5. The logo will be primarily used on the web, including both desktop and mobile. It will also be used on business cards, swags, signs, print advertisement in the future.