Here’s the feedback we got from the client during our brand questionnaire, “I like Helvetica. I like blue Vespas. I like SoHo. I like Texas A&M. I like minimalistic brands. I like The Woodlands (his community). I would like to see a “w” in the logo.” He got everything he asked for (and more). His logo is very similar to the front view of a Vespa. The two circular prongs represent Dr. Wheeler and his wife whereas the two inner rings represent their two children. The inner wheels pay homage to his name and of course, the only fonts used are Helvetica.