With apologies to the ladies, this logo is for the men. It is the symbol only logo that is made to appeal to outdoorsmen, extreme sports, skaters and surfers.
The shape came to be by stretching the vertically mirrored M and W. They have been pulled horizontally so much that they don’t really read as letters anymore, but the connection is still there. So is a couple of edgy symmetrical shapes that the viewer can identify with.
The oval background doesn’t fully look like a surfboard, but the connection is there.
The logo was kept simple for scaling and embroidery purposes. It needed to work in many different media forms beyond print.