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. I partnered with Kenny Morgan of Counsel Creative to design a new logo.
Mission-driven
YPC has strong focus on serving as Chattanooga's leadership incubator. That needed to be reflected in the logo.
Flexible logo lock-ups
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.
Raising future leaders
The two directions I focused on for this project were Chattanooga and leadership. The last concept 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.
Responsive logo design
You may have read about responsive web design. Responsive logos are similar in that as the logo scales down, elements get simplified or deleted. I provided YPC with three different lockups to help their logo respond well to small sizes.
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. It grounds our downtown riverfront and is the perfect symbol for Chattanooga’s rising generation.
Graham Harrell
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