Attached are two images of the actual, physical "Sparky". The first (sparky1.png) shows the 4 simple elements that comprise Sparky. The second (sparky2.png) shows him put together. "Sparky" sits on the counter in the client's brick and mortar automotive parts store in South Carolina.
These images are only included to show how Sparky currently looks - we're very much open to other ideas. Though we don't want to use a spark plug. NO spark plugs!
The site's target audience is do-it-yourselfers, mostly men - 35-55 years old.
The Sparky character should be male, with an expression - at least eyes and mouth. Hair, nose, ears, hands, etc are optional.
Cartoonish is ok, though we don't want it to be childish.
The character should be able to separated from the overall logo, for various uses, such as including various seasonal items when applicable - like a hat and scarf in the winter. These items should NOT be included in the initial logo design. They will be "aftermarket" additions.