It's a big deal having a logo designed for a new company. It is to some extent what will define you, what will (or should) encapsulate what the company stands for. It is your most visible 'face' to the world.

Inverne Price was fortunate to secure the services of one of the world's leading designers, Paul Lussier. Paul had worked with James Inverne at Time Magazine, where James was European Performing Arts Correspondent and Paul was Art Director. As well as Time, Paul's impressive design credits include Roberto Cavalli, Carlos Miele, books for (Vanity Fair Fashion And Style Director) Michael Roberts, and Town And Country. 

"Inverne Price is my first music-related logo and I wanted to deliver something at once classic and contemporary.", says Lussier. "I was inspired immediately by violas and found a beautiful one designed by the illustrious violin maker Gasparo da Salò (1542-1609). Needless to say, it was so beautiful, I was tempted to run a detail of the viola itself. The f-holes and the curves in the viola are a very tempting graphic device (Man Ray comes to mind) and I tried some options but settled on the curve alone of the viola."

And so the curve formed the central motif of the logo, but transformed into something more general. There's motion, the sense of a journey echoing Inverne Price's stated mission to convey the narrative arc of its artists' careers, rooted in the vision of its musicians. And of course, adds Lussier, as he worked on it he realised it had become something else, something equally central - "A sound wave".

You can enjoy more of Paul Lussier's work at his website, www.paullussier.com.