My client came to me with an existing logo he had put together, but being very attached to details he wasn't satisfied with the kerning and the complementarity of the various fonts. To quote him, I was asked to "perfect" that logo.

This was the file to be perfected:

Obviously, his logo was build around a pretty well know free font: Bauer.

My job here consisted of preserving the spirit of the font, which my client liked, but giving it some proprietary elements. Kerning was adjusted, letters slightly redesigned and pseudo ligatures added.

While my client very much enjoyed this result and was ready to use the logotype as it was, he also wanted to explore another way. Basically, getting inspiration from the Monster energy drink logo which is very popular in China. (in a very interesting conversation, he explained to me why we often see copies of occidental products in Asia, it's because they still take occidental brands as "references" and using a slight hint of a known brand is apparently a very powerful signal for these customers)

A few variations on the claw M concept, along with slanted or not Performance:

Still, I felt that clawM was too obviously reminiscent of Monster energy and lacked personality so I proposed this last solution, which was the final one. A hint of a monster in the O negative space.