My firm provides financial planning and investment related services to
affluent individuals and families. My target clientele is 45 to 70
years old, is retired, or soon-to-be, and seeks professional money
management. Clients must have a minimum of $250,000 to invest to
become a client. My competition would include firms such as Merrill
Lynch, Morgan Stanley, Goldman Sachs, Raymond James, Edward Jones,
Please have a look at the logos of my competition. It is important
that my brand represents the values my clientele are used to seeing.
I take pride in my innovative approach, but maintain a traditional and
conservative business demeanor.
Also, look at the logos of Harlan Estate and Bond Estates wineries. I
like their use of strong, etched fonts - similar to money.
I like the idea of incorporating a chess knight, because it represents
moving by leaps of intuition along the sides of a right triangle. It
alternates between white and black squares with each move, therefore,
engaging the head and heart in each action. Only a knight or a pawn
can initiate the first move of the game. The knight can make a move
that even the Queen cannot make.