The board of Greater Tucson Leadership has asked J. Christopher DESIGN to create a new logo and corporate identity system for their organization. The new logo should exemplify the ideals of "leadership" and, at the same time, evoke a sense of Tucson and the Southern Arizona region.

Greater Tucson Leadership has expressed a desire to keep the production costs of this project as low as possible. This will be taken into account during the design phase.

The objective of this organization is to provide educational and advisory processes to enable Tucsonans to be more effective leaders in their professions, their neighborhoods and their community. Many local leaders who have proven their leadership skills over a period of time are involved with the organization. These include Peter Likens and Jim Click. Greater Tucson Leadership functions as a mentor and guide to the Tucson community. This mission combined with its ties to respected local businesses suggests that the organization should adopt a graphic identity system that reflects the established, well-organized, and "grown-up" aspect of the group.

I propose the use of a "serif-ed" font system along with bold blocks to color to create a solid image. I have organized the various elements below.

HEADER | "Californian"

TEXT | "Franklin Gothic"

LOGO | "Pantone 180"

TEXT | "Pantone Black 4"

Paper Stock | "Strathmore "Natural"

Envelope | "Strathmore "Sage"

I have used a strong color block to help imprint the new logo system in the minds of the public. The printing consists of two color spot on uncoated cotton stock in subtle desert tones.

The modular logo consists of quail footprints, combined with the typographic name of the organization. When one sees footprints, one is inclined to follow them. The footprints are thereby "leading the viewer". The logo may be used as shown, or used without the typographic element. The proportions can also be changed to suit any layout, without hindering the continuity of the design.