Muscle Works focuses on the use of data and analytics with their chiropractic work. They had some initial concepts they had come up with for their logo but needed some help. Some of the key words talked about in our discovery meetings were: strong, athletic, young, data, and technology. We also wanted to have a singular icon that could be used and the client loved the idea of modifying the letters to create some sort of graphic.
Using all that information we came up with this design and overall look and feel of the branding. A combination of orange, gray, and black emphasize a sports and technology theme. The M and W combine to create bar graphs hinting at the data and analytics side of the business while also forming a semi abstract icon that could stand alone. The rest of the letters were custom created to match the style and angle of the M and W. Repeating the icon also creates a pattern that is used for backgrounds, etc.