My client is a blogger who is starting up a blog (which will evolve into a social network) about men's issues.
My client is a "man's man" and he is deeply passionate about the errosion of masculinity, especially in the West. It's as if feminism has now gone too far, political correctness has SO influenced our thinking that men are afraid to be men, and indeed are not really sure what it means to be a man.
With divorce so rampant, as a much as we honour and respect what single mothers are able to do in raising children, we think boys need their dads to show them what it is to be "male".
Men are not women. Women can't replace a man in a boy's life, or in many other roles and functions in family and society. We don't think this is what most women want either, by the way.
The weakness we see in many ways in Western society is a result, at least in part, of a generation of men having been raised with either weak or non-existent male role-models, and the damage caused by this is evident in, not least, women feeling very insecure around their men... because their men don't know how to make them feel (and be) safe.
Men also, are afraid to be men... because anything in today's society that has to do with being male is frequently defined as either illegal or inappropriate behaviour. The "emotional violence" perpetrated by women against each other (and against their men) is largely ignored or not understood as the damaging thing it is, but boyhood (and just plain "male") testosterone-induced boisterousness and physical aggression is almost always treated as bad...
And so men are left feeling like they're created to be something that society shuns. No wonder there is an epidemic of depression among western men.
Lastly, we think far too many men are scared. They're scared of the power that women have been given over them. They're scared of the power that's been taken away from them. They're afraid of living in a society that doesn't let them feel free to be themselves. They're afraid that they don't know how to respond to the many many pressures they face in the home, in business and in their inner lives. And they're afraid that they'll grow old without ever experiencing the sense of victory and conquest that they feel in their very bones they're made for.
So we would like a "brand" designed that has a bold feel about it and is something that makes men feel proud just looking at it. I would rather NOT have a picture of a man, or even a rendering of a man in the logo, for fear that there is no way to make it look "generic" enough (but if you think you can pull that off, give it a go!)
We are quite impressed by logos like the Harley Davidson one with the eagle and the heraldic/emblematic type of "seal" thing. That's kind of "noble" and cool looking.
Our design goal is to present a bold and compelling logo and brand that when a person comes to the Web site, they feel at least impressed enough by the look of it to want to hang around and check it out some more. It doesn't need to appeal to women, but it must appeal to men.
Also, we will use men in photos and other imagery, a lot... that's another reason why we don't need men visually portrayed in the logo.
Now, the logo need not include the ".com" bit. It could just read NeoMasculinity. If you want to change the camel casing, go right ahead: all lowercase, or all uppercase, or whatever you think is best.
It is possible that we could end up writing a book by the same title too, so bear that in mind!