The logo should take cues from classic hot rodding, performance, and racing logos, icons, and visuals. It should convey speed, performance and deliver the message that this company is owned and operated by and for true enthusiasts.
Specifically, I'd love to see something like the winged Indianapolis Motor Speedway's "winged wheel" logo, with STANCE on one wing, SPEED on the other, and the & in the middle inside the wheel and tire.
However, I am not wedded to that idea. It's most important that the logo takes inspiration from classic performance icons, publications, and so on, primarily from the 50s and 60s. See http://www.atomicindustry.com/categ…velopment/ for examples of the kind of thing I'm talking about.
The logo (or a variation of it) should work well on books of course, but it should be versatile and exciting enough to raise the desirability of anything that it graces, whether that is a sticker, T-shirt, website, keychain, etc. A horizontal configuration would probably be better, but a condensed or alternative version would be needed for book spines and other uses.
I need something that is readable at a small size, meaning prominent type, and that will also work in a single color (no gradients please).
The logo should be delivered in a digital format that allows easy resizing to any size, large or small, along with specs for the colors and fonts used.