With a deep love for travel this client wanted a logo to communicate her roots and passion. In Latino culture, the Beetle is iconic, a car that shows up across generations and borders. It had to be part of the mark. Yet being mindful of functionality the wordmark needed to take lead in the spotlight.

I explored a lot of directions, but the concept that stopped everything was inspired by Grease the movie. Specifically, the way that film captures the thrill of speed and the pride students have in their cars. That energy felt right for the client. The lightning bolt embedded in the "T" of Atlas speaks to motion without being too on the nose, and the Beetle silhouette framing the entire wordmark is the detail that ties it all together. It's subtle enough that you almost discover it.

The client loved it at first sight. That doesn't happen unless the concept is rooted in something real. This one was.