The Process
Chatting with CEDIA and what they were looking for this logo was very collaborative, because they knew what they wanted and were very articulate on the feel of it all. They have other divisions within the company and wanted this logo to be cohesive with everything they have created.
The Design
The thought process of this design was to connect with the origin of growth. Growth of the mind, body, thought, education, technology and so on. At first I was playing around with upwards arrows, then to a sun dial, and finally landed on a tree. The tree was a perfect fit for its simplicity and meaning. I wanted to make the tree simply to not over power the words and having it grow from learning gives it the extra something.