What We Do
We are a financial advisory firm, providing financial planning, investment management, and insurance consulting services to a broad target audience from Millennials to Boomers and even some Great Generation (the largest demographic is pre-retirees, 50-65).
We are a values-based organization. We offer socially responsible investments, where investments are aligned with the client's personal, social, or religious values.
Our goal is to be a part of a global transformation of consciousness, environment, and economy.
The brand should be sophisticated (to reflect our breadth of service to high net work clients, and our quality standards), but not pretentious.
We are more focused on quality of service and the intrinsic value of our service than on growing revenue.
On a personal level, I am no-nonsense, no-pretense, authentic, and accessible. I'm truly concerned about the little guy as well as the big whale.
I'm also known for being thorough. I have high standards of excellence.
Our Ideas and Additional Information:
Edited 12 October 2020, 5:30 p.m. Pacific Time.
THANK YOU ALL for your many creative spins on the M and the F. I think I have seen enough variations of M and F. I have some candidates based on that approach. However, I didn't want to overly focus or limit the scope of ideas to that one concept (M and F).
I WELCOME NEW APPROACHES that don't include any play on the M or F.
Relevant quotes from the original post:
"When it comes to actual graphics, the values discussed elsewhere in this profile are more important than trying to make it consistent with the existing logo [See, "What We Do," above]. Sophistication, stability, security. Authenticity, accessibility. Reality-based, solid. Confidence. Transformative. We empower clients to be partners in global change.
"In the end, I would replace any trace of the existing logo to get one that embodies our values and creates the impact I'm looking for, consistent with the content of "What We Do" and that enhances the impact of the new website."
"Remember, this is a financial planning/investment management company. It should resonate quality and sophistication. But as I said in response to a previous question, not pretentious, not elitist. Accessible high quality."
I look forward to your ideas.
Tagline: Financial Planning (and) Investments
("and" is optional; could be "&" or a comma or a graphical device).
Tagline should be readable, which means, unfortunately, that having the logo left and tagline right probably won't work (not enough space left to right, type gets tiny).
My hope is to take the existing logo theme to the next level. I'm at the cusp of re-launching the company as an independent registered investment advisor firm (instead of working as a DBA under a larger regional firm). I'm updating the website. I'd like existing clients to recognize thematic elements from the existing logo, and to respond to the new logo with confidence and pride of association with a company that continues to evolve, improve, grow. Part of that growth is quality, sophistication, professionalism.
The rough draft (preliminary build) of the new website is here: https://malleryfinancial2.us1.advisor.ws/. Please keep this context in mind.
The home page video of the water drop will be replaced with this: https://stock.adobe.com/video/static-shot-of-trillium-lake-at-sunrise-in-oregon-with-ripples-on-the-water/292437196?prev_url=detail.
I'm looking for an impact that says this is the real deal.
Reversed options won't work. White background please.
Note in the existing logo the M and F (the M in the mountain shape, and F in the intersection of the two peaks). Maybe that could be developed further? I'm open to it. Maybe there's another way to play with M and F?
I'm editing this less than a day into the contest because I'm getting a lot of logos that look like slight variations on the existing logo. I want more difference. When I talk about evolving the existing logo, I want just a whiff of the existing feel. Sort of like the difference between the taste of strawberry and kiwi -- they sort of have a similar flavor, kiwi has a hint of strawberry, can you taste the strawberry in there? It's subtle, but it's there.
When it comes to actual graphics, the values discussed elsewhere in this profile are more important than trying to make it consistent with the existing logo. Sophistication, stability, security. Authenticity, accessibility. Reality-based, solid. Confidence.
Both the existing logo and the image (video) to be used in the updated website obviously have a mountain theme. The new logo doesn't have to be mountains, but I still like it. I just worry about getting too attached to a literal mountain image. The home page video can be changed (and likely will be changed periodically) much more easily than a logo. The logo will be everywhere, not just in the context of the website. Mountain theme is not essential.
In the end, I would replace any trace of the existing logo to get one that embodies our values and creates the impact I'm looking for, consistent with the content of "What We Do" (which is really, What We Offer Our Clients) and that enhances the impact of the new website.
What I like about the existing logo:
- It has a look of strength. It has a pyramid shape, bottom to top. It gives the viewer an impression being grounded. Solid. Stable. Secure. Those are all values I'd like to reflect in the new logo. (Doesn't have to be pyramidal; but the values associated with stability, security etc. should be implicit.) Again, it doesn't have to be pyramidal; "Mallery Financial" could be to the right, stacked. Again, it's more about overall effect -- stable, secure, solid -- than about a preconceived shape.
- The color scheme. I like two-color (Pantone), black plus one (easy and affordable professional printing).
- The gradients. It's a simple solution that gives depth and texture, interest, without a lot of fanfare.
What I don't like about the existing logo:
- Angularity. The sharpness of the edges and corners gives is a prickly look.
- Maybe it has a bit of an old-school look too.
As I described elsewhere, my target audience spans the range from Millennials to Great Generation. I don't want anything that's new and hip only to younger people. It should resonate and be credible to Great Generation and Boomers. But that doesn't mean it can't be fresh.
Remember, this is a financial planning/investment management company. It should resonate quality and sophistication. But as I said in response to a previous question, not pretentious, not elitist. Accessible high quality.