Oct 10, 2017

Young Professionals of Chattanooga

Print Collateral
Web Development
Web Design
Logo Design

The Challenge

Young Professionals of Chattanooga (YPC) is a networking organization for business professionals aged 21 - 40 years. They emphasize mentorship, community service, and professional development. YPC wanted to re-brand in order to shorten the name (previously Young Professional Association of Chattanooga) and to project a more professional and serious image through their logo design.

Initial Concepts

The two directions I focused on for this project were Chattanooga and leadership. One logo I developed was of an arrow embedded into the TN Aquarium, a landmark of downtown Chattanooga. The other was of a snare drum with crossed drumsticks. The snare drum is a metaphor for leadership since it's often used as a tool to set the rhythm of a song or march.

Initial sketches featured a man holding a torch, red panda, a monogram, and a bugle mark.

Solution

The last and final logo I executed was of a torch. As a mentorship organization, Young Professionals of Chattanooga is proactive about the "passing of the torch". I wanted to represent that quite literally in the logo. The flames of the torch are also a subtle nod to the Aquarium.

Logo Lockups

YPC stipulated that they needed the logo to be flexible in its presentation so that they could scale from using just to mark all the way to including the full name and the acronym. I provided various "lockups" that would enable them to do this.

Like the torch, we’re focused on lighting the way for young professionals across this city. The shapes of this flame echo the angles of the Tennessee Aquarium, the landmark that represented the start of Chattanooga’s renaissance. It grounds our downtown riverfront and is the perfect symbol for Chattanooga’s rising generation.
Graham Harrell

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Every project starts the same way. I ask questions, get to know you, and delve into the challenges you face. My crticial thinking roars to life and I envision what we will accomplish together.

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