Edgy logo redesign and branding for an automotive e-commerce

wheelwiz

wheels and tires made easy

We are an established ecommerce business that sells wheels and tires in the Canadian market

We currently have a logo that was designed 5 years ago that we are looking to update.

Our audience is predominantly males between the ages of 20-60

We are looking for something more on the geometrical side that is a bit edgier, sportier and more aggressive than what we currently have, but still staying neutral enough not to push away other demographics.

We're looking to potentially work with our winner down the line for other designs and want to continue building out our brand with them.

A few criteria:
The logo must be presentable on a white or black background

We are looking for a logotype, not a standalone logo (full brand name must be used) but also need the ability to use part of it as an icon/watermark

We require a greyscale version as well

We want our logo to have the entire word "wheelwiz" in it, either in fully uppercase or lowercase letters

We would like to have an "icon" of a wheel or tire somewhere in the logo, but this is not a requirement. On top, bottom, either side, or blended into the words

We have a preference for a long horizontal logo rather than a tall/square/circular logo

We like the look of a logo that has depth and dimension

We have a preference for Sans Serif fonts to create a usable icon

We like the idea of incorporating a wheel or tire into the logo. 2 very iconic wheels have been attached as inspiration