We are on the right track here. We like the picture; reiminds us a little of the gas company though. look here for something we really like http://www.abbeywaterworks.com/
Thank you for your kind comments, I will put my best on this contest.
The reason why I'm more inclined to sans-serif fonts is because I would like this design to be strong and very visible, but at the same time softer to the eye.