Mallery FinancialLogo Design Contest

Here is an attempt to extend the blue element of the "A"

Hi, I'm sorry to hear that you might suspect Covid interfering with your well being. I hope it turns out to be a false alarm.

I uploaded new versions, and I hope I didn't miss anything. #749, and horizontal versions #750, #751. In horizontal ones I changed the spacing between letters for more compact look, and slightly adjusted the blue element of the "A".

First, let me apologize for not being more responsive. I was feeling unwell yesterday and last night. I'm going in for a Covid test this afternoon. :-(

Recap:
I've received feedback on the various versions, which I'll summarize here.

Tagline
Consensus is that we should revert to the original Financial Planning and Investments.

The "A"
This is hard to explain in words. In the original (#658, above), the starting point for the blue element has a flat bottom and a pointy angle bottom left. I was hoping to see that flat bottom continue, so that when it was raised up on the left stem of the A it looked the same -- flat bottom, and point on the left -- and that the point would even stick out to the left. The idea was to add more movement, more energy, by having the "arrow" pierce the letter A. In your revisions, the starting point has been made flush with the left edge of the A. I'm not necessarily asking you to continue to rework that. I think the original (#658, above) is probably the best of these variations. If it’s easy to do, it might be nice to see that “piercing” effect.

(Note: I have to be careful with upward arrows. I am subject to regulators, and they don’t like advertising that suggests that client investment returns will be positive. We have to make all kinds of disclosures and disclaimers about the possibility of loss etc. I think a little flare on the A is fine, but I don’t want to make it look explicitly like any suggestion of growth.)

Horizontal arrangement
The interesting thing about your logo is that whether it's the original concept (#658, above) without tagline, or revisions with Mallery Financial stacked left and tagline right, the general shape is always the same -- either way it has a long horizontal feel. I have received feedback in preference for the horizontal effect (Mallery Financial all on one line) compared with the name stacked (as with other logos).

I wonder if it's possible to rework the original (above):
- larger "Financial" (as in #741), in the original position to the right of the vertical line
- Tagline below (Financial Planning and Investments)

I realize the vertical bar could become an issue. It works (I like) having the bar extend down the way it does in the original (above). You’d have to shorten the line to allow space for the tagline, which might ruin the whole effect. Let’s just give it a try. In the end I may prefer your #741 with tagline right of the vertical bar.

One more close-to-final request:
Please take #718, use the color in #741, and the tagline words Financial Planning and Investments.

Thank you!

One more thing about the pointy blue part of the A, I wanted it too look sort of like an arrow pointing up, to emphasise the important aspect of profit, to show its growth, without declining. I hope it helps

Here is another version with the following changes:

- bolder "Financial" part, I think it also work great
- rearranged tagline wording

Here is another version with the following changes:

- blue element of the A, another variant (consistent with the thickness of the lettering - I think I like it most)
- blue color - another shade, even darker, I think it works well with black
- another tagline, also bolder

Here is a version with the following changes:

- blue element of the A, another variatnt
- blue color - slightly different shade, deeper with more magenta
- another tagline, also bolder

Here is a version with the following changes:

- blue element of the A
- blue color is now darker and stronger with a hint of grey
- tagline font is slightly thicker now

Thank you for the feedback! I'll be working on it now and will be uploading new revisions (possibly with some comments and explanations) consecutively. Stay tuned!

Some ideas for fine-tuning.

1. The "A" in Mallery
- This may not be possible (or may not work), but in this current version the blue element begins at the very bottom left of the A. I think if it started a little higher on the left stem of the A it might appear to have more energy.
- Maybe also have the leftmost point of the blue element extend outside the A (start outside the A, cross the left stem, and out the other side)?
- But there's not a lot of room to work with up top. I like the size/proportion of the type (in Mallery Financial) as is, but consider increasing the height of the font to free up some space for the blue element in the A to start a little higher and still have headroom between it and the apex of the A. In other words, there may not be enough room with the current font size, but increasing the height (without increasing width) MIGHT give us more room to start the blue element a little higher on the left stem of the A.

Were talking about very subtle changes. Just fine-tuning. I don't want to mess up everything that's working in the existing version.

2. Color
- I like the black font for the company name and the use of blue for the tagline. Can we look at darker versions of the blue? The black is very strong. The blue is relatively weak.
- I used to be a painter, so I'm very aware of the vast range of color. Remember, on my new website (in development) the logo will sit in white space immediately above the following video: https://stock.adobe.com/video/static-shot-of-trillium-lake-at-sunrise-in-oregon-with-ripples-on-the-water/292437196?prev_url=detail. Maybe a grey-blue (sky blue will be too light, but something compatible with the sky blue in the video)? Or azure? Mediterranean blue?
- Alternatively, looking at the tagline again, it could be that the lightness I'm seeing isn't the color, but the weight of the font? Maybe if the font were a very small amount heavier it would stand out more.

Again, I don't want a major change, don't want to upset the delicate balance that works now.

Taglines:
- I'm considering going bolder with the tagline (not boldface -- changing the message!).
- In addition to the experiments described above, could I also see three new versions that showcase different tagline language?
1. Make Money Make a Difference
2. Make Your Money Make a Difference
3. Make Money Do Important Things

Thanks!

Happy to hear it. It's always good to see variations with and without the tagline, in some cases, especially when logo is used in a very small format, tagline wouldn't be readable, so it's good practise to keep that in mind. I hope it helps.

Thanks. You read my mind. I was going to ask you to incorporate the tagline.

Hello. I'm glad you like this concept. It is very modern and clean, and I believe it will look fresh and current for many years ahead. I also uploaded options of the same concept with different layouts with the tagline included. Please check #717 and #718

What do you think?
Regards
Norbert

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