Both good suggestions I will follow up on:
couple clarifications:
it was an SSD from OWC I installed, not an sad (ironic) into a mid 2011 21" imac
Prior to the install I cloned my HDD using super duper with the SSD in an enclosure and set the SSD to be the boot disk. After this I tested it by restarting, holding option, chose the SSD and all worked fine. So, as far as I know the SSD was properly formatted etc.
I found the procedure pretty challenging, had previously done SSD upgrades on two older MBPs with no problems.
there were a few snags along the way I should detail, someone might have some input:
1. while reconnecting all the connections I found the wires pulled out of the connected on one of the smallest ones. Very small connector, two wires. I found the connector and managed to get the wires back into it and re-attached. I do not know what the connection is but will review the install procedure video to try to narrow that down. I have no way of knowing if I put the wires back in right, if they are side specific etc. The wires were black and gray if that matters.
I've since reviewed the video, the connection in question is removed at 07:15 in the video during the removal of the logic board. Again, I have no idea what the connection is for.
below is a link for the video
https://www.youtube.com/watch?v=nOf0svk5FdY
2. while prepping the SSD for install into the iMad, I might have inadvertently touched the gold connectors that attach to the power and sata cables. Don't know if this is an issue but I know that when upgrading RAM it is specified not to touch the gold connectors.
3. At no time in the procedural video did I remove the old HDD. So, I assume it is still in there and connected. During my two MBP upgrades that was part of the procedure.
4. One of the last connections to re-attach is the display cable, one of the larger (wider) cables, also one of the more difficult to re-attach. I had a lot of difficulty with this one. It appeared to be re-attached correctly prior to closing up but again, cannot be certain.
Again, the end result is powering up, I hear the chime but nothing but a black screen and then a cooling fan comes on and just runs. It is in the lower left part of the machine so I assume it is the heat sink fan, not the optical drive fan which is in the lower right of the machine and is actually removed briefly during the process.
thanks