Dare to Soar LLC delivers motivational and instructional presentations for personal growth and leadership development.   When I was approached to create a logo for the company, I had a discussion with its founder to determine how he wanted to present the company.  What key values and company attributes should the logo embody?   The resulting request was a logo that communicated a classic and professional style for a company devoted to reaching beyond the status quo.

The above sketches were from the initial brainstorming session.  Ideas ranged from using traditional eagle imagery to a quirky spaceman with a rocket pack.  Ultimately, the decision to move forward with the DaVinci helicopter as the key imagery was an easy one.  This device was a classic drawing of an idea that reached far beyond the technology of the day by a man that was anything but status quo.  Also in an industry where logos are saturated with eagle imagery a man-made device helps the company stand apart, all while better representing a person’s willingness to Dare to Soar.

The final resulting logo was fashioned to resemble a classic wood block printing stamp.  This was done to reinforce the classic nature of the logo by giving it a sense of history.  I opted to use blue as the color within the logo because it helps represent trust, wisdom and stability, all key factors a consumer would look for in an instructor.