Our tagline is "Break Free" and we'd like it to be used in the logo.
We are trying to get the average man (or woman) to break free from their everyday routines. To take on a new challenge. Our name, Rogue, is along the same lines. We want our customers to "Go Rogue" and break from the norm. We want to take the "Ordinary" and give them a chance to be "Extraordinary." It is important that "break free" is both readable and will scale well to business cards and t-shirts.
Message we want the logo to communicate
1) Ancient. Primal. People throughout history have achieved incredible feats, and survived against impossible odds. None of them used treadmills or ab machines. This is about real fitness. Training hard, using simple tools as times greatest warriors, explorers, and athletes have done throughout history. Authentic. Getting back to our primal, animal roots. Getting away from using machines and using our body as a machine.
2) Challenge. Facing Fears. Conquering percieved limits. Overcoming great odds. Breaking through Barriers
3) Anticipation. The feeling theat something big is about to happen. Something important. The exhiliration of the first step in a long journey with all the anxiety, trepidation building up.... and then calm and acceptance just before that first crucial step where the choice is made to move on. The calm before the storm. The last breath before the big plunge.
300 and Gladiator have have that feel and intensity we're going for, maybe not quite so bloody. We're going for the intensity, but not the violence. We don't want to turn anyone off.
These are some ideas we've played around with. They are attached for reference but we're not the designers! Please don't feel the need to follow what we've done. If you've got a great idea, we want to see it! That's why we're here.
Have fun, be creative: don't be afraid to "Go Rogue" yourself and "Break Free" from the graphic design norms!