Premier Financial Advisory Firm Needs Logo

Embarcadero Financial Group

I am the owner and principal of Embarcadero Financial Group (EFG), a San Francisco based Financial Advisory firm. We are a small firm with less than 5 employees. I have been providing planning of some sort for over 20 years and hope to keep going for at least another 20. I reside in San Francisco with my wife and two young children. Though my business stretches across the US, my primary focus is local. My primary motivation for forming EFG in 2002 was to establish a firm that could provide customized and personal planning. Our office is professional in look and feel without being stuffy or pretentious. We pride ourselves on knowing all of our clients like friends.

Small (2-50) to mid sized closely held business. Our focus is with the owners and major shareholders.
The affluent and up and coming affluent in the professional markets, such as business executives, doctors and attorneys
Our client age band is very broad going from age 30 to age 80+
Ideal net worth is no less than $250,000.
I want to continue to expand in the upper band of the affluent market and grow my relationships with small closely held business with at least $1.0 of gross revenue.
My audience is looking for professional assistance. A stable relationship and a sense of strength and consistency. My audience is looking for a place where many of their financial related issues can be addressed. They want access and excellent customer service.
We advise clients and sell them investment and insurance products.

I want a design that reflects the nature of a small boutique advisory firm. We need to convey strength, consistency and stability.

Embarcadero is a major through way that runs along the waterfront in San Francisco. A design that subtlety reflects San Francisco and/or the waterfront/Embarcadero would be ideal, but should not be the principal focus

I would prefer a logo that does not use the letters EFG, rather some sort of graphic mark

We ideally would like this in one color, two at the max. Blue in the middle range is something that we have liked and would consider green as a part of the palate. Please stay away from Red or Yellow. There should be no whimsy to this.

The design should not have any comic type caricature, no shading. It should stay away from dollar sign, percentages or other financial type indicators including calculators or pencils.

The logo should be stand alone as a visual cue without overtly referencing the firm name. It should be more artistic than direct representation.

The logo will be used on business cards, website and letterhead. The logo may need to incorporate the phrase "Registered Investment Advisor" below the logo itself.

The files we will require are:
Print file format - .ai (CMYK)
Web file format - .jpg and layered .psd (RGB)

Please do not use any stock images or clip art in the logo