Longtime client CMMA, the Communications Media Management Association, came to me in need of a rebrand.
My goal was to modernize their look and introduce a tagline that described CMMA to prospective members and partners using fewer characters and including the word "leadership". The client greatly enjoyed the new tagline. The holding shape both mimics the shape of the new "cmma" logo and evokes a word balloon, tying back to "communication".
Vertical Lockup with Holding Shape
Horizontal Lockup with Holding Shape
Vertical Lockup
Horizontal Lockup
Early Concepts
The process took a total of six rounds, the first and second can be seen below. These early phases had a variety of ideas and concepts, but the strongest ended up being cmma and the tagline, which evolved from "The Association for Media Managers" to "The Association for Media Leadership".
The final four rounds presented a variety of font combinations, colors and the introduction of the rounded holding shape with the sharp lower right corner. Selections of these rounds can be seen below.
Old vs. New
Original logo
New logo