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Background

Recently, my sister Cynthia Sparre, a Senior Regional Leader at Primerica, approached me about creating a new logo for a new business networking group. Her and a group of others were starting The Collective: Business Networking Group, with Chapters at StoryPoint Serior Living Community in Chesterfield Township, and The CoLABorative in Mount Clemens, Michigan.

StoryPoint – Chesterfield Chapter

The CoLaborative – Mt. Clemens Chapter

Round 1

First, I asked for a few examples of a logo they liked, or a sketch of what they were thinking. Then, I simply went to work on the overall font layout mixing serif and san serif fonts to create some variety. I stick with just working with black and white while in the preliminary design phase.

Providing three initial logos is a good amount to show the client. Any more than that, people tend to get overwhelmed with the amount of choices.

Round 2

Next, I experimented with a circular text effect. These types of logos can be difficult to place on websites and letterheads due to spacing. As a second option, I created another logo with more of a rectangular layout for better placement.

Now we have options when the logos are given to a printer. The circular logo would be great for square objects like stamps, and the rectangular logo could work best on pencils and pens.

Round 3

Later, the name was changed from “Collective Connections” to “The Collective.” I wasn’t sure if the new name would work well with the heavily favored circular logo. It was a simple change, and everybody felt the new name was simple and to the point.

Final

Lastly, The Collective: Business Networking Group logo was finalized. We decided to keep the colors simply black and white for now. The Collective – Chesterfield and Mount Clemens Chapters meet every month.

StoryPoint Senior Living Community
51760 Gratiot Avenue
Chesterfield, MI 48051

The coLABorative
21 N. Main Street
Mount Clemens, MI 48043

Charles Ellison

Author Charles Ellison

I create digital paintings of pop culture, movies, icons and anything that inspires me. Time flies when I’m creating something that begins to take shape. It’s been great transitioning from traditional pencil and paper to work digitally. A tablet and stylus has really brought my artwork to life!

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