The different people represent different shopping-bags as well. You can choose, what you are looking for.

The mark itself implies the inside advantage; being a part of the inner circle. "Joe" is intentionally nestled in the center of the type treatment and mark to signify the importance of all the "Joes" that make up the group.

The symbol should represent that each insider's knowledge will influence the way you go.

The logo represents a door opening (indicating the website opens doors of knowledge for you). I changed the color of the word JOE to show that each different market or section of the website could have a different color/theme.