BLACKSTRIPE.net offers an online defensive driving course and exam for several states—for points reduction, insurance rate reduction, etc...
There is already a huge player in this market: idrivesafely.com.
... plus 15 or so smaller players.
They all have a similar, stale look and name.
Although brand recognition isn't a huge deal in this type of market where repeat customers are somewhat rare (SEO is really all that matters and we're likely to only see each customer once... via google search for: "texas defensive drive online" or something similar), we still need **something** that pops when people are looking at the top 3 or 4 hits in google.
Starts with the name, and once they (hopefully) click our link in google, the logo/branding should be both striking and strikingly different from idrivesafely.com and other similar sites.