Lots of people keep asking me why the logo of our skateboard wheel company looks like a rhombus.

Well, the thought I put on this logo until we get there was insane. At least in my humble design experience.

When the idea of a wheel company came to table, we decided to put our efforts towards to what we believe would represent it in the best way.

First question was, -What is the most iconic story about a wheel in the human kind? Well, quite obvious, it's invention.

When the fact that the first wheel potentially came out of a rock, the name Stone Wheels, organically came up.

Once the name was there, the most challenging part flourished, the symbol. The symbol had to match what our brain thinks of the first wheel ever created without losing the fact it has to be a perfect circle.

I saw an interesting approach used by Twitter in their logo creation, using simple geometrics to form something meaningful and easy to remember. I decided to use a little bit of that technique.

Look how cool the technique look like without the final graphic.

If you are familiar with the logo, you can already see it, in what look like a holistic graphic. Let me fresh this up a bit.

Makes sense, right? Now I will show you few of the secrets that are in this logo and how the representation of a perfect wheel is within.

I will start with the eye. Having an eye on in what is going on out there is important, safe and keep you fresh to new things. So we believed that having an eye or few eyes within our logo was important.

Once we had few eyes in place, we found that having a perfect wheel would be essential. All the four extreme corners of our symbol are symmetric, and would fit inside in one of our several wheels.

What is a skateboard wheel without it's bearings, right? So to make sure this graphic makes sense, we wanted the bearings in it. Not a problem!

Once all these elements were in place (and few others, but they are secret and I will let you discover :)) we had our final logo. A meaningful symbol that when connected to the Stone Wheels name, become a good skateboard wheel company logo.