These were the initial concepts for the logo. The client said he wanted something to symbolize "motivation" which was a little tricky - but I feel that the gears were a good solution. The only other real stipulation was that it would look like a coat of arms.
This was the next batch of concepts now that we were able to decipher some more distinct ideas, and correct some symbolism (two snakes around a staff is for military physicians). You can see an attempt at some different gears, and options without.
Again, narrowing the design and presenting an array of options to best meet the client's preference. The gear was completely done away with to achieve a simpler design, recognizable at smaller sizes.
A final concept was determined...
And finalized.
