Spiceworks had a ‘startup’ logo bought from a contest site. It had a great story behind it. One of a scrappy startup saving money and going fast. The problem is that the logo was… not good. It was stretched too wide and had odd, conflicting geometry. Foregoing major changes due to brand equity, I focused on addressing the issues. We pulled the mark—the swoosh in ‘works’— out of the text and redrew the letters. Then we thickened the weight of the letters to help it work better at different sizes. This project led to an eventual full redesign.