This logo design for SSF Running was actually a rejected concept. WHAT! Nevertheless, this fun design and clever use of negative space has to be shared. 

SSF Running helps with performance improvement running and triathlons. Smarter, stronger, fasters... strides, muscle memory, breathing, etc. Her athletes perform significantly better after a training commitment.

Faster makes sense and certainly means incorporating movement, which is why I went with the oblique typeface. But, the "smarter" element is what differentiates Coach Stephanie. Her methods are unique and effective. I had to emphasize that in a clever way. The negative space with the middle s makes the viewer, after initially not noticing it, they do a double take and think. Additionally, the "overlap" of the letterforms supports the athletes' movement from a 3rd place in the race to first place, where the f rests.