Update: We have plenty of simple clean designs to pick from, will consider anything creative and out of the box.
We recently changed the name and focus of our business from FREEDOM BUSINESS (OLD LOGO) which focused on investors of all sizes, to 57 WEST CAPITAL ADVISORS, INC. which focuses on large investors and institutions. Considering who our audience is now, our logo needs to send a message of stability, trust, strength, and seriousness. I was thinking black and white, but maybe we could use the blue from Freedom Business somewhere. Not even sure if we need an object/drawing anywhere… Or if we just need to use lines and shapes to accentuate the core name; 57 WEST.
We are not the typical cookie-cutter investment company. We believe participating (through share ownership) in what companies are doing, is the best way to prosper economically. When evaluating a company for investment, we look at everything from financial strength to sustainability, from how they treat their employees, to how good their ideas are. Ideally, we want to buy great companies with great long-term potential at good prices (hence the investing company).
Owning a portfolio of shares can be exciting since you're participating in each of the companies' futures. Certain companies and sectors (google, solar, uber, tesla) have the potential to change the course of humanity and vastly improve human existence. Our goal is to benefit people by helping them participate in these companies' journeys.
Because we take a different approach to investing, the logo should also convey uniqueness and excitement.
In short: Stability, Strength, Trust, Seriousness, Uniqueness, Excitement