Behind the Logo
A deeper look at the meaning behind the design
A deeper look at the meaning behind the design
At first glance, the logo is clean, fluid, and modern. But every element was designed with intention; reflecting the deeper work of coaching: growth, clarity, and forward movement.
The sweeping “C” represents a continuous journey. It moves forward, loops inward, and never fully closes—because growth is never finished.
Inside that form stands a human figure, not arriving, but becoming. Supported, not confined.
The curve transitions into an arrow—representing clarity and direction. Coaching is not just about understanding your life, but choosing where it goes next.
The form remains fluid, because meaningful change comes from alignment, not force.
The figure is intentionally minimal, so you can see yourself in it.
Not a label. Not a problem. A person expanding into who they’re becoming.
The gradient flows from deep tones into lighter blues.
Deep hues represent trust and stability.
Violet reflects transformation and introspection.
Lighter blues signal clarity and forward movement.
The transition between them is the message—because transformation is a process, not a moment.
This logo is not about perfection. It’s about direction.
Growth is ongoing.
Strength is supported.
Change is intentional.
The logo behind Coaching by Curtis was designed by Robbie Ainslie, Vice President and Director of Graphic Design for ORCVirtual, Inc.—the parent company behind the brand.
Robbie brings a rare combination of technical precision and creative instinct to his work—an ability to translate complex ideas into visual systems that feel both intuitive and enduring.
A graduate of Milwaukee Area Technical College, he earned early recognition through local and state design awards, establishing a foundation for a career defined by consistency and creative excellence.
His work spans major brands and institutions including Harley-Davidson, Aurora Health Care, the Milwaukee Performing Arts Center, Baird Investment Group, and Kohl’s.
What ultimately sets his work apart is intentional design—where every element serves a purpose.