Adam McNicholas asked me to create the branding for his startup PR consultancy, APM Communications. I derived the following keywords from the brief, which I used to generate initial concepts for the logo:
Challenge, support, confidence, trust, ambition, questioning, growth, learning, flexibility, reliability.
Adam selected the lightbulb concept, preferring its simple, unfussy, focused look. I selected a rounded typeface, as well as using rounded strokes in the lightbulb icon, to convey flexibility and friendliness.