Creating a logo for any new business takes communication and cooperation from both the business owner and the designer. A logo should express the mission, attitude and professionalism of the company, and those themes can come together clearly when an owner has crystallized his goal, and the designer understands the goal as well as what inspires confidence from potential customers.
I was contacted recently by Craig Glantz of C Glantz Consulting to design a logo for his new business. Craig understands the difficulty many people of faith have as they try to understand end-of-life issues for themselves and their loved ones, in today’s world where medical directives are written with complexity and not necessarily from a pro-life point of view. He has identified the mission of his business with clarity: to help people understand what their living wills and health care directives say, and how to keep those wishes aligned with pro-life values.
Craig allowed me to see his website in progress, so got a good idea of what his business is about. I asked if he wanted a subtle nod to religious imagery in the logo and he said he’d consider it. So I created some ideas using a dove or cross in them:
Craig then suggested the image of a pathway with a light at the end, since he helps people navigate the path through these ethical issues. I developed this graphic depiction of a path and tried it with his name in various configurations. I used a ‘C’ shape for the path, to echo the first initial in Craig’s company name:
Craig chose the middle version and has already installed his new logo on his website and Facebook page. I highly recommend Craig’s consulting service to anyone to whom pro-life values are a priority, for his genuine compassion and knowledge on this topic. He communicated the vision and merits of his services to me clearly, and that has resulted in a strong logo that well reflects the professionalism and worthy mission of his work to potential clients.