Peak Quality Performance by three processes is symbolized by this logo for Arthur Andersen’s Total Quality Management program.
The name Jack Cross is objectified in the ‘O” of Cross, which is made up of a ‘Jack’ inside a sphere.
Typographical logos, such as the logo on the opposite page are appropriate when the logo represents an umbrella identity, such as for a large multinational corporation or when the logo’s purpose is more as a signature than to convey meaning.
Tree, flower and human are collapsed into a single image representing holistic health. The tree is the nervous system, the seat of enlightenment, and the flower represents the flowering of health and awareness.
Opposite page: Manyrivers is a rainwater cachement business based in Santa Cruz, CA.