This company provides strategic consulting services to financial services and software executives; therefore, the target demographic is likely to be professionals between 40-55 years old, most likely (but not necessarily) male.
The company provides expertise on business strategy, technical product development, and technical product and project management.
The name of the company (element•12) is derived from the initials of the company's founder. Magnesium is the 12th element on the periodic table, its chemical symbol is "Mg," the same letters of the founder's first and last name.
The URL of this venture will be element-12.com, hence the need to include a stylistic separator as part of the company name.
A pictoral mark is preferred. The logo should be modern, not staid, and be designed to appeal to members of the financial services industry. Ideally, the finished design would work both on a dark (near black) and light (near white) backgrounds. Since the company is named after the element magnesium, designs that incorporate the properties or characteristics of the metal are expected (but not required).
Since the company's name is a clever, subtle reference to the name of the founder, a design that provides visual hints to the meaning/source of the company name would be interesting (but, again, not required).
However, the desired pictograph for the logo would be to _subtly_ incorporate the chemical symbol for magnesium ("Mg") somewhere into the design or to somehow refer back to the metal or a characteristic of the metal rather than creating some version of a stylized "e."