***FINAL ROUND NOTES***
Context and history of the Logo
The logo uses a combination of two inspirations:
1. Matrix charts - Simply put, the triangle portion of this logo is referencing a Matrix chart (see MATRIX). Our philosophy is that all investors (especially financial advisors) need to know there market performance history and that is specifically the story that a matrix book would tell you. In 2006, our company was founded by our CEO. During that time, our team spent a lot of time with clients educating them about market performance history. It was a tool they used and knew how to use effectively to build the company that we have today.
2. Risk and Return (see RISKVSRETURN) - The axis you see is to represent the risk and return relationship. With any investment you are balancing risk and return. This is something we live and breathe and incorporate in any decision making regarding our clients and our business itself.
Please use the referenced attachments for this design. The design should contain the following:
1. The overall design should look the same as what i have in the LOGO REFERENCE.
2. Your task is to make this design look the best it can look while still retaining the "skeleton" of the LOGO REFERENCE. Feel free to add design elements to this or use colors, textures that can really make this logo pop. basically, bring some life to this but balance out the amount you change to retain the existing structure.
3. You may have noticed that i have included two variations with the graphical part of it being a mirror image of the other. On top, you have a logo that loses its balance and overall direction. It is downward sloping rather than upward and creates negative space between the graphic and the text. On the bottom, you have a better balanced logo with the graphic moving in an upward trend. However, this iteration has its faults. It is after all, a mirror image and is reversed to help balance the overall logo out. With that in mind, I would like to see if there is a way to keep the top layout but have it balanced out better. On idea I had was a use of shading or dot matrix to make a perfect rectangle that will fill in that negative space. But, try different things to see what can work. You may find that there are no good workarounds. If that is the case, focus on bottom layout. But keep in mind, we will be choosing the best overall design.
4. Anything you add or remove from this design should add additional value to the overall design.
5. As with the original briefing, the style and look of it should be modern, clean, crisp, balanced, elegant, refined, polished. Don’t over complicate it. Sometimes less is more (especially with subtle and unique design elements) Find the right balance.
6. Make sure that there isn’t too fine detailing that would make it difficult to use when printing – embossing for business cards – signage – size etc. Use your best judgement on this.
7. The typefont I used is actually from a design submitted by one of your competitors. I am not sure what the font is exactly, but to get close it is ENGRAVERS Gothic BT. We will likely stick with this unless you come up with a better font that is fitting.
8. When in doubt, it is better to ask than assume. If you are not sure about how much or how little to change or you are if anything needs clarification, please let meknow
Feel free to post multiple revisions to check the direction of you design. I am happy to provide feedback on demand.
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New notes 3/18/2017:
The logo we want, should not be busy, should not have many detailed lines. It should be simple, clean, recognizable, symbolic and have a sense of prestige.
we have been receiving quite a few logos here that are playing on the "E" in Empirical as the graphic component to the logo. Not that this isn't a good concept, the problem with this concept is that it is difficult to tie it into what we do for our clients. There is not a lot of meaning, inspiration, or relationship between the "E" graphics and the industry we are in. Below are some notes that may help you:
We were hoping that running a contest of this sort would provide diverse ideas that we may not be able to come up with. I think honestly, we need to think more outside the box. Think more symbolism of the Wealth Management industry, providing services to wealthy clients, financial advisors, etc. I know Empirical is a difficult name to work with, but it needs to have some creative but yet elegant look to the graphics. It should represent the company and what we do for our clients. The graphic should have some character to it, some type of meaning, and story that is representative of us. There should be a connection or higher level inspiration between the artwork and who we are. Feel free to go more abstract but yet still identifiable. At the end of the day, we are looking for a logo where when we look at it for the first time, we understand the underlying meaning behind the designers concept and we can see the inspiration or driving force behind the graphics. It needs to build a deeper connection than just surface connection such as a play on the letter "E" (unless of course you are able to design a concept that contains all of our requirements).I hope this helps.
**UPDATE** What we want is a logo that is simple yet powerful, clean, identifiable, stately, preferably 1d, maybe 2d.
The graphic can take a number of different forms.
Efficient Frontier (swoosh): http://www.investopedia.com/terms/e…ontier.asp This is our current logo. The issues with this logo is that on its own, the "swoosh" is not balanced and is difficult for it to stand on its own. It seems to always be teetering. In addition, many people may not be able to identify what the efficient frontier or swoosh is.
The E: Although this could be a good concept, the graphics taking a form of an E will usually lead it into somewhat of an abstract form which is opposite of what we are looking for. Opened to seeing different variations but keep in mind, we are looking for something simple to understand and identify with rather than abstract.
Others: Some other ideas may be other graphics that correlate to investments, wealth management, truth, evidence, knowledge, confidence, analytical, growth, security.
I want the logo to be horizontal instead of vertical in orientation. I would also like the graphics to be well grounded so that it can stand on its own. I don't want to incorporate too many colors. I want to be able to use any color for the logo so that it can be applicable across all types of background colors. Font should be clean and clear.