When the caller asks, “Would you name our new company?” the answer is (say it with me): “Why, yes!” This client asked for something simple, stately, unfussy. Given the real estate context, I explored classical motifs and landed on the colonnade, a series of columns leading to an architectural focus. With ancient colonnades still gracing Rome and Egypt, the image also suggested something lasting. The alliterative hard “c” added to a memorable sound, without being overwrought. A designer sampled a scroll detail for the logo, paired it with a traditional blue, and Colonnade Capital Group was off and running.