I would like this to be a very rich, simplistic design that reminds people of an early era in Americana. Similar to Coca-Cola, or an old auto shop. I included the Red Stripe logo above because I like the rich, thick lettering involved. I would like the logo to just say "Macky's" in a thick lettering such as Red Stripe's, not necessarily cursive but no prohibition of cursive. I would like the word to almost leap out of the page, maybe with a slight arch to it, or some foreshortening. The tone of the business is old school (1940's-50's) American, but very playful and not at all serious. I personally would love for the letters to be a fire engine red on a white background. For the designers, if you'd like to border the letters in black, that's up to you. I'm not dead set in anything, ultimately I'd like a clean, fun, bold and meaningful logo. ^^^ I get pretty long winded below, but the first paragraph is arguably the most important ^^^
Seamus MacFeeny (Old Macky) is the branded character of the business, so the focus is definitely on Macky himself and not of the plumbing aspect of things. Eventually, the business may offer electrical or other services of any kind, so the word plumbing is secondary to say the least and as you'll see below pretty expendable.
We'll be using the logo mostly in print medium for now, such as our invoices, envelopes, postcards, letterhead, etc. It will see limited run on the internet on websites such as Angie's List and Home Advisor, under our contractor's listings, so the appearance on any given website will be quite small - 2" x 2" at the most.
As far as the end product, I would like to say that I would like to have the logo delivered in several formats - full color, monochrome (black and white), and knockout. Importantly as well, the word "Plumbing" will be used in some situations, like on the sides of our trucks, but not in others, like on our invoices and envelopes. So I would like for the logo to exist in two forms, one which has the word "Macky's" and the other that has the words "Macky's Plumbing". The lettering of the word would not change, it would just be that one file has the word "plumbing" incorporated into it, while the other doesn't. So that would be 6 different files (more when you split it up between vector and PDF I guess). If you use a font, please let me know the name of the font and also the colors that you've used in the design.
Please let me know if you need more input, I would be happy to provide.