I haven’t decided how far I want to go into the details of the “business idea that wasn’t”, but since I own the company name, I figure that I will use the company for something someday. As I mentioned previously, we jumped on the URL a little ahead of the game. Once I had the URL, I registered the company name and incorporated. The good news is that it’s possible to own a corporation that has no costs and no revenues for as long as you like. You even get to say that you’ve been in business for as long as you’ve had your corporation. Technically, I’ve been in business for years even though I haven’t done anything.
In any case, here is the logo for this future behemoth of a company:
A good friend of ours designed this logo for us. Chris Govias is really a very talented designer. I really like his design process and was thinking about it recently. We sat down and he asked us about the original concept and some of the elements of the brand image we wanted to portray through our logo. He made some notes over brunch and after maybe an hour or so he had enough thoughts to put together two different concepts for us.
Above is the concept that we felt best represented our brand. Here is his description and detail for this beautiful piece:
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The first concept sketch for the LIFT visual identity references the Art Deco period. Famous examples of Art Deco include the interior and exterior of the Chrysler Building, Rockefeller Plaza, and Tamara de Lempicka’s paintings.
The visual identity is based upon the traditional aesthetics of luxury and high-end exclusivity, while at the same time subtly referencing the look and feel of old elevator signage.
The variations in the line thickness speak to a sense of being tailor-made, hand-crafting, and uniqueness. The combination of the lettering with ornaments presents a sense of artisanal luxury and expense. By being enclosed within a unique shape, the logo also physically speaks to exclusivity.
I love it. He articulated the brand identity perfectly. Now we just need to figure out what to do with it! I hope he doesn’t mind that I’ve changed to a white colour because I knew it was going on a dark background!
