The concept behind this graphic was to keep a clean and balanced letterform mark. The C and M are clearly identifiable, but contained in a very obvious circle. The cut-out section of the circle is what represents the brand when you look at the graphic as a whole - it demonstrates the ability to connect, to merge, and to strengthen. Clean, modern typfaces with very traditional shapes and off-centered layouts make this a brand for 2009 and beyond while still connecting to the business world.
The typeface also has varying thicknesses so it can be used in many graphic instances (business cards, letterheads, etc). Also, the simple graphic can really be expanding for similar use.