After determining our target market of predominantly women between ages 20-50 with an interest in health and/or spirituality we came up with the name Calla Lily Networks. Calla Lilies were chosen for their elegance and their positive connotation among women in our target demographic. Networks is plural to represent our independence of media, whether it be electronic (the web or TV), print, or even physical locations. Above all this company was meant to become a network of people.

Obviously our first task was to draw a lily. From there we started creating a setting for it. The yin yang helped reinforce our message but felt a little forced. Moving to three lilies helped represent the plurality of "networks" but ultimately the circular shape would prove unwieldy when we were adding the text, so the left-side rectangle with rounded corners was selected.

Not a bad logo. We could stop here and have a perfectly good logo (and we almost did). But could the font be more clear? Is the icon working with the text and vice-versa, or are they fighting each other? We decided to keep trying.

Here the company name is a lot more legible but all those letters are definitely overpowering the icon. Maybe we could try abbreviating the company name.

This fixed our previous problem but Calla Lily Networks, LLC might need to build some brand recognition before we can abbreviate our name. Also, we like the solid feeling of the black background, it's a little heavy, but it's too light without it. Is there a compromise?

The border gives us the best of both worlds, the unity of the solid black box with the right amount of openness. But it brings us back to our previous problem of having too many letters present. Abbreviating the name isn't an option but maybe we've already seen a solution.

Looking back at the previous designs we found two things that might help us. In the abbreviated logo we spelled out the company name underneath the icon in a smaller font, this gave prominence to the icon. The added benefit to separating the font and icon is that it allowed us to revisit the yin-yang logo.

By squaring it up and using three lilies instead of one it's not immediately recognizable as a yin yang, but is subconsciously represented.

The text squares up nicely along the bottom and is small enough to not overpower the icon. This also gives us the flexibility to use the icon by itself, the icon with the text and the text by itself when space is tight.

It was originally planned that the logo might be in green but after testing some color variations it was decided that black kept us closer to our yin-yang symbol and gave us more contrast and impact. However as we expanded the business beyond our original vision we brought color back into the mix to bolster our identity system.

Your Logo

We didn't put this page here to show you how cool we think our logo is. This same process and attention to detail will be followed on your company's logo. In fact, we're more likely to go into more detail and we'll keep you involved every step of the way.

Your logo is the single most important design your company has, make sure you are doing yourself justice. What do people see when they think of your company?