Since I have started my own RIA the criticism I have received the most is that my logo is ugly. I know it is ugly. Starting a firm from scratch I have to choose what I need to focus on, what I need to outsource, and what is not of extreme importance.
What is the Purpose of the Logo
For a solo practitioner practice, a logo is not as important as say a global brand like a Nike or Apple. With a global brand, they are looking to be instantly recognizable. People seeing the Nike swoosh on TV when their favorite football team is playing breeds familiarity.
I don’t need 10 million people to recognize my brand. Being a financial advisor I work in a relationship business. I eventually want between 100-150 people in the whole world to recognize my brand. Because working as an advisor requires me to be very targeted in my marketing, when I do have my logo out there I need it to catch peoples attention. I would rather have my logo catch the attention 50% of the people that see it and half of them think it is ugly than have 90% of people like it, but not find it memorable.
What my Logo Does
I did get my BS in marketing, so while I may not be the most artistic person in the world, I do know some elements of what makes a good logo.
It needs to look good in different sizes from very small to very large.
The design should look similar in black & white or color.
It also should have some sort of meaning or relationship to the brand. In my case, I have the shield which is meant to represent protection. Protection is one of the key factors of my investment philosophy and financial planning.
I know my logo isn’t the most appealing in the world, but it accomplishes what I want it to.
Featured Image Credit: Petr Sejba