Evolution of a Logo

One recent, and interesting, project we completed was the new logo for the Jefferson City Area Young Professionals.

We have been members of the group almost from their beginning, and Farrah serves on their board of directors, so it was a very good fit for both of us to be working together.

Somewhere in the middle of the project, the board decided to change the group’s name to hYPe as a move to differentiate itself from other more service-oriented groups in our community and create a little buzz. We then shifted focus on the direction of the logo.

As you can see below, we went through several different iterations for their branding. I was partial to a few, others were partial to others. I think we all ended up in the same place with some that is recognizable, stands out in our area, and is drawing the attention they wanted.

Feel free to offer your thoughts on any or all of the looks below. Of course, if you are looking for a new graphic style for your business, group, or campaign…we are here to help.

Thanks for the time.


Gus Wagner

Gus Wagner is the President.Owner of The Rocket Group – an award-winning marketing and communications firm. The Rocket Group has specialized in building effective tools across traditional means and new media for clients in businesses, organizations, and nonprofits since 2001. Gus is also a five-time certified Social Media Strategist, a former Chief of Staff in the Missouri State Senate, a retired national champion amateur hockey coach, and a would like to be a singer/songwriter. His Welsh Corgi, Taffy, lets Gus and his wife, Farrah Fite, live with her in Jefferson City, Missouri.