Charity needs logo with sophistication & integrity

Secondaries for Good

Secondaries for Good is a 501(c)(3) charitable organization that operates within the private equity / finance industry. Secondaries for Good allows investors in illiquid securities the opportunity to sell those assets for a de minimis amount and donate any proceeds that those securities may generate to a charity of their choice.
The brand identity can be likened to that of a CHARITY operating in the FINANCE industry. Most critically, donors must feel safe entrusting their assets to our organization. Prior to any charitable considerations, potential donors must be assured that Secondaries for Good is capable of handling highly sophisticated financial matters with the highest degree of integrity and professionalism.
The logo should evoke a sense of the following:
• SECURITY & SAFETY
• Impeccable character & Integrity
• Stable, Steadfast & dependable
• Highly Professional
• Sophisticated financial establishment
• Distinguished
• Trustworthy
• Charitable
The target audience will be other professionals in the financial services & private equity/investment sectors. A typical audience member would be 35+ years old, highly educated, with strong financial acumen.
COLORS: Please see attached color guide. Cool Neutrals are desirable. Grays / Blacks / Silvers (but no browns or taupes or beiges) colors are likely best, but we are open to considering some accent color(s), if tasteful and understated.
FONT: The font should be very simple. Font must fall under Sans Serif category (i.e., it cannot have the small embellishments that the Serif fonts do on the end of each character). It will likely be best to use a font with single-story lowercase “a.”

Attached, please find a sample of the Saints Capital logo. We do not want the Secondaries for Good branding to look at all similar to Saints Capital’s branding, but I’m including because the two cannot clash.