A recent project was the design of the new SPORTE brand identity.  My aim was to design a brand logo that  reflected the company's  historical background (golf), but in its abstract form would define them as a desired and fashionable brand to a broader consumer market. Similar to brands such as NIKE and ADIDAS who have a wide appeal not necessarily generated from one sport only.

The logo I designed is a visual metaphor for a golf green and flag. As a golfer's aim is to reach the green and sink the ball, this also signifies success via the implication of  "winning / personal satisfaction / achieving one's goal".

In its abstract form not relating to golf it also states "positive" ( in relation to "negative"). This is important in the context of appealing to non-golfers who wouldn't understand a visual reference to a golf green and flag.

Look at these two lines. The line at left implies the negative in that it slopes down from top left to bottom right - like a bad result in a graph. The line at right soaring upwards implies a positive. This is a subliminal message which I've  used to effect in the logo's flag device.