The owner of the Chandelle Roofing company is a pilot, and the one thing he knew about his logo is that he wanted it to feature a plane. From Big Gorilla Design, my art direction was “classic”. Below are some of the iterations I went through, experimenting with biplanes, Cessnas and jumbo jets. I tried some designs with a roof shape, from suggested to literal. In the ultimate design, the biplane was chosen. It suggests a more intimate operation. The angle of the illustration, especially in combination with the text of the logo, subtly suggest the upturned triangle. We are viewing it overhead, looking up as we would when viewing a roof. Also, viewing the plane from underneath adds to the sense of height, suggesting soaring quality.