-Logo design preferences: We're looking for a clean and simple, yet powerful image.
-Perhaps the symbol would be an abstract representation of the triple bottom line. Secondary to that is 'community' and 'urban'.
Those are the three underlying themes, and it doesn't need to reflect all three.
-It is, however, important to connote that we are a development firm (rather than a planning firm for example).
-It has to communicate bold, forward-thinking, fresh, progressive, innovative, yet somewhat institutional to some degree because our primary clients include institutional developers and investment groups as well as city governments.
-We are a pioneer and want to communicate that what we do is a new and highly rewarding trend, but at the same time it needs to make existing institutions feel comfortable that we understand their conservative histories, and can bring them along slowly.
-For instance, one approach is some vibrant color in the symbol, but more institutional color in the typography.
-Another is to use bold minimal text, like Ideo's home page, the W Hotel website text, and the Gensler, jetBlue, Mint logos, all of which represent change in conservative industries.