Calgary Men's Chorus
Milestone Season 30th Anniversary Theme
"The Calgary Men's Chorus (CMC) is an inclusive Tenor 1&2 /Baritone/Bass (TTBB) choir that has been a staple of Calgary's LGBTQ2S+ and Arts Communities for 30+ years!"
The client, The Calgary Men's Chorus, celebrated their 30th anniversary in the 2024-2025 season. They wanted to mark the occasion with a splash and create a visual identity that made this special season standout.
The 30th anniversary gemstone is the pearl. Playing on this signifier, a commemorative logo was created incorporating the number 30 with the CMC icon nested inside the zero. Layers and dimensions were also build into the zero to signify the pearl aspect of the anniversary. The standard CMC brand colours were maintained in the new logotype.
Another theme being brought forward was the idea of 30 Stories for 30 Years–what eventually became the name of the season finale signature concert. The idea of splayed pages of a book first came to mind, but then thinking of the pearl motif, the idea of water and the sea came to mind. Books also have leaves. Leaves led to seaweed and the design of wavy ribbons representing pages and seaweed leaves evolved. Again using the brand colours in various shades and adding in the colour green–the official colour of 30th anniversaries.
The logo and season theme design was used consistently throughout all online platforms and posts, marketing pieces, and concert key art. Overall the look and promotions were well received and resulted in increased social media awareness, follows, and sold out concerts!
The Festival Chorus
Logo Design
"The Festival Chorus of Calgary was formed in 1958 producing high quality choral concerts every year".
The client, The Festival Chorus, a long-standing arts organization, was in need of an overdue logo refresh. They wanted to keep it simple with an obvious progression to an updated look.
The older logo was an icon that fused the letters "F" and "C" to form a musical 16th note. There was no other elements to this logo outside of the icon. I was tasked to update the look, and add the name of the organization creating a full logo, beyond just an icon. The requested colour was simply black.
Staying with the original idea of the "F" and "C" musical 16th note, I added visual interest to the main shaft of the "F" by splitting it into six radiating lines representing the six vocal ranges of the chorus: Soprano, Mezzo Soprano, Alto, Tenor, Baritone, and Bass. The slant of the icon is more sharp and pronounced with cleaner lines to achieve a modern and dynamic feel. Finally the Chorus name was added joining the "A" in festival to the radiating shaft of the "F"–intertwining the icon and the name to form the full logo.
Penelope Tree e-Business Services
Logo Design | Brand & Identity
"We provide business leaders with customized Virtual Assistant Services allowing them the time they need to focus on strategic planning and long-term goals. We are a remote team of professionals helping businesses and non-profits streamline operations to achieve and accomplish more".
The client, Penelope, came to me with the name "Penelope Tree," and an idea for a business with unlimited growth potential.
With a name like Penelope Tree, the first go-to would be a tree design if we were going down the literal interpretation route, but this wasn't an arborist or florist business, it was something very different.
After talking to Penelope about her business model, the idea of branching out and growing her services to accommodate her client's needs-as they grew-was a constant theme. She spoke about adding value and building upon bespoke services to each individual client; her being the central support as her team grew as well.
Everything she spoke about could be illustrated in the structure of a tree, with Penelope as the main trunk being the support for all services branching out from her core skills and expertise.
The logo organically emerged as a logotype of the name with the "L" being the tree trunk with stylized leaves branching out. We added the tagline "eBusiness Services" to further cement what the business was providing. The colours teal and purple are simply Penelope's favourite colours, and since this business is all about her skills and expertise–it all just fit.
B2B Virtual Minglers
Logo Design | Brand & Identity
"The B2B Virtual Minglers bring the power of networking to entrepreneurs, small businesses, organizations, and individuals interested in gathering virtually–to facilitate the exchange of ideas, valuable insights, and B2B collaborations".
The client wanted a bold logo that was clear and concise to what they were all about.
Business-to-business (B2B) is a widely known phrase in the business world, and it's the basis of what this group is all about. So having this prominently displayed was key to this design. Coupled with the words "Virtual Minglers" this logo is all about clarity at first glance.
The two B's representing separate business entities that are connected with a tube carrying a glowing orb traveling from one business to another–illustrating the exchange of ideas and insights.
As it passes from one "B" to another it illuminates the "2" signifying collaboration between the two. The glowing orb and tube is also a dual illustration of a wire and datum transfer, representing the virtual (online) nature of the mingles (networking events).
The colour blue is associated with trust, honesty, and business. Yellow-Orange is a complementary colour of blue and is associated with sparks, flames, and illumination–representing ideas and knowledge.
