The Initial interview with owner, George Gonzalez, revealed his philosophy for his craft, business and life. His overriding principle revolves around keeping a sense of balance in all things. The way he approaches each client through basic design principles allows him ultimate creative freedom. His management style keeps a fine balance between being manager, mentor and friend. Even George’s emphasis on his own personal fitness, through the practice of yoga and martial arts, is both physical and spiritual. All of these attributes were essential to what George wanted his brand to reflect.
The mark was designed around the relationship between the double “G’s” forming and growing out of a Yin/Yang symbol. The full logotype was then composed in a way that allowed the inverted “G” to become the “O” of George. The mark achieves both a compositional and conceptual symmetry.
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