Logo Design & Branding

Grand Traverse Area Manufacturing Council

What We Did:

The Grand Traverse Area Manufacturing Council is an fantastic organization based in Northern Michigan created to promote long-term thinking, education, and collaboration among the people and companies that build and manufacture great things in Northern Michigan. As a matter of fact, we think so much of this organization that we joined it!

In 2017 the council approached us asking for help in an effort to create a logo and website that matched their technologically progressive mindset and, since they’re “LEAN”, help them make membership management a more streamlined process.

They didn’t have to ask us twice — we got right to work.

grand traverse area manufacturing council logo

Additional Features:


We got to know the organization, why it was created, their mission, their vision, their five-year plan. We then applied all that research to create numerous logo choices based upon the council’s culture.


Council executive team members are volunteers, and their time is precious. We made certain that we took a streamlined and deliberate approach for each round of revisions.


This was key to the success of the project as there were many points of contact. We used tools and methods such as surveys and questionnaires to streamline the process.

The Nitty Gritty:

Before we started developing GTAMC website we needed to create an identity for the organization. This was a multi-step process where we worked with the council’s executive leaders to develop an overall direction for the brand–followed by several rounds of input from the remaining council members.  Once we finished this “discovery” process we created several black-and-white logo options for the team to  consider, narrowing down the selections over several rounds (we then followed the same process for font and color selection). We ended up creating a logo that incorporated the core elements of the GTAMC.

Once the identity established, we got to work building their association management website!

grand traverse area manufacturing council icon