From research I found that Tonic Collective's clients always referred to them as Tonic. This reinforced the decision to remove 'Collective' from the logo. The decision made the logo more flexible and impactful.

 

However it was important to communicate the idea of the Collective as this is a core part of the brand story and expertise of the business.

Creating an elegant collective dot pattern that applied the circle asset from the wordmark helped resolve the subtraction of the 'Collective' in the wordmark.

 

The circle asset is flexible as Tonic can use it in a bolder and more playful way depending on the context of the design it is used on.