What is Surge?

The logo was created for an accelerated leadership training program that did not have a name. Those taking the course were already in upper management and is meant to improve their team dynamic.

Strategy

Surge is a "powerful movement by a crowd.” The word fit perfectly with the goals and attitude of those taking the course. The definition deals heavily with motion - to depict this I added an arrow. I also incorporated a negative space “E” in the arrow to portray waves or tides. To take away the rigidness of the logo I rounded the typography to emphasize in motion and progression.