OBJECTIVE: To create a unique logo for a publishing and speaking business. The image needed to convey the idea of strength, decisiveness, knowledge, and in the words of the owner, the sense of being a badass (the client’s verbiage).

The emerging design features an aggressive-looking scorpion moving through a contemporary letter S. The tail looping over the top of the S and the claws over the bottom imply dynamic movement. The feeling is fresh, clean, determined. The S can stand alone beautifully in applications that call for a streamlined presence.