This was created for an open contest on 99designs. Mainly it is an exercise in font selection and layout. The client wished to convey professionalism, trust and reliability.
I kept to a simple three-band mark, to represent M in McKinley. Regarding typography, I tried a few different layouts, including one that was a firm alternate, included in the gallery below. But I came down to the main one featured here, which seemed to me both professional but approachable.
The fontface chosen is a beautiful serif, with classic weighting. I wanted the logo mark to be able to exist on its own terms, but also be part of combined letter and logo mark.
The main objective was to convey elegance, which is a short cut for reliability, professionalism and confidence.