Client: Jeffrey C. Hogue / Charles Atlas, Ltd.  Project: Logo Design

Most people remember the Charles Atlas ads in the back of comic books from when they were kids. Charles Atlas is definitely a "nostalgia brand," so we didn't feel it was right to create a contemporary-looking new logo. Instead, our goal was to create an iconic retro-inspired logo with a stylized version of Charles Atlas' signature and a 1930s-style globe inspired by vintage travel advertising. We used the globe icon because the Greek god, Atlas, (for whom Charles Atlas took his namesake) was known for holding the world on his shoulders, as well as because Charles Atlas is famous the worldwide and renowned for winning the title of "The World's Most Perfectly Developed Man."