With this project, the client was looking for something that would help their active kids brand be both memorable and exciting. They use the word "squad," and defined it as a "team" or something where there's friends together working towards something. This helped me decide to make the word-mark nice and tight so that each of the letters ran into each other. The dots were then added to allow for this idea that though there are a bunch of people, together they make something even better.

When viewed from a distance, you'll start to see the "S" form from the dots as shown in the design. This allows for the client to use just the logo-mark, however they would like, since it will still be recognizable apart from the "Squad Active" words.