***LOGO REDESIGN - Fix Back Pain - Incl File

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This customer received 172 logo designs from 64 designers. They chose this logo design from Alpha as the winning design.
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Logo Design Brief
We need a new logo for our website: globalbackcare.com
Our business is to sell ebooks on how to fix back pain, and other types of common pain: knee, shoulder, hip etc.
The current logo actually reminds me of a dinosaur rather than a human spine, so I'm looking for fresh ideas. Your design may incorporate a spine (or a modernisation of the current logo), or maybe just text - I'm looking to you for some inspired thinking.
We also need a new image for our ebooks (which are also looking incredibly dated). The ebooks should reflect the new logo, and it should be simple enough for us to simply add a new title when we come up with a new book.
So while the name of the website is globalbackpain, we generally use the slogan: Fix Back Pain, and this is what we would like in the logo.
PLEASE SEE ATTACHED FILE FOR EXAMPLES OF HOW THE CURRENT LOGO IS USED.
Your logo can be either a re-design of the current logo, OR a completely new idea - it's up to you.
Updates
Thanks so much for all your hard work. There are some great designs, but nothing has hit the spot yet.
Added Monday, May 28, 2012
Industry/Entity Type
Business
Logo Text
Fix Back Pain
Logo styles of interest
Pictorial/Combination Logo
A real-world object (optional text)



Look and feel
Each slider illustrates characteristics of the customer's brand and the style your logo design should communicate.
Elegant
Bold
Playful
Serious
Traditional
Modern
Personable
Professional
Feminine
Masculine
Colorful
Conservative
Economical
Upmarket
Requirements
Must have
- For the contest I would like to see a new logo, AND demonstrate how the logo would look on a new e-book cover.
Nice to have
- A medical feel to the logo would be good, but not essential.
Should not have
- Please keep your logo simple.
I don't want intricate drawings of the world or detailed spine pictures.
Please avoid anything to do with 'Global'. Our focus is on fixing pain.