The Canadian Professional Contractors Association was in search of a logo to represent the organization. We chose to focus on the initials of the organization, CPCA, and illustrate them in a concise and recognizable emblem. The logo, created with lowercase characters, has a more casual and approachable feel to be relevant to the target of self-employed professionals. To continue with this theme, a casual slab serif font was used with rounded capital letters and rounded corners on the enclosing shape. Tying together the letters symbolizes a partnership between the association and its members, while the subtle infinity sign speaks to the abundance of benefits for members. The colour palette of blue and grey exudes integrity and safety, while other sub colours can be developed for other branded materials. The flexibility of the icon means it can be used across media, including social media and web ads, where there may not be space for a logo.