Xtreme Focus was founded by a professional skydiver with over 10 000 jumps. The company focuses on Xtreme life style, work hard, play hard! The company sells a line of energy and focus suplements, energy drinks and also offers extreme adventure trips. Mainly it's a lifestyle brand. The whole concept is centered around the motto "SHOW ME". Lots of people want to do extreme stuff and talk about it, we DO IT. If your not living on the edge, your taking up to much space!
Target audience is people with an active life style. It needs to appeal to the teenage skateboarder as well as the surfer in his 60's. It's an attitude.
We are going after the active, get off the couch and go do extreme things audience. Not the wannabee's, we want the doer's not the posers. We are going after the motorcyclist. skateboarders, skiers, skydivers, climbers, scuba divers, mountain bikers of the world etc...
X should be a focal point of the design. The words XTREME FOCUS should be a complement and will be used to Identify the brand early on. But ultimatly I would like the logo to become a mark. Meaning you see the logo (without the words) and you know it's Xtreme Focus. It will go on all kind of merchandise from t-shirts to hats to golf balls to cars. So it must be suitable for printing and embroidery, not a lot of small details. The use of shading and shadows should be avoided as they don't show well in some media It need to be be big, bold, Xtreme and in your face kinda logo. Think of " you think you can handle it? Then shut up and SHOW ME" kinda thing.
Be crative, go for it, it's the kind of attitude we represent and we look for. SHOW ME!