Metro Urban approached me to turn a concept for a logo into a finished product. They also asked for advice on creating sub-logos for their divisions.
After studying their structure and understanding their business objectives, I recommended that the divisions be grouped into two separate organizations–each with a different identity–to better align with their target audience and brand tone. This would also allow them to take advantage of nonprofit tax status for their developmental divisions.
By designing the logos on a similar footprint, they would maintain a connection while remaining distinct.