Lilly Consulting Group is a consultant based in North Carolina. The owner, David Lilly, really wanted to capture North Carolina in his logo. After many mountain iterations, I went with a geometric mountain-scape with a beautiful orange sunset behind it. The sunset not only shows the beauty of North Carolina but elicits hope for the customers. To keep it professional I went with a nice serif typeface that holds up against the very strong and angular mark beside it. To add some interest though and make it more easily readable I put ‘consulting group’ in a light sans serif typeface. This not only balances the two names out in an oxymoron way it creates a hierarchy in the logo.