Designing a logo for a coaching and advisory consultant can be a challenging creative project. In this case, the logo needed to be formal, bold, and androgynous enough to encapsulate a large audience. Likewise, the logo needed to symbolize the traits of the audience: it should express passion, drive, and success. We felt the concepts that were given correctly captured these themes.
The clever use of design ornaments ultimately convey contextual meaning and make a logo good or bad. Stressing these elements is integral. In these concepts, there are many ornaments that were used.