The company: a privately owned trading firm located in the heart of Chicago's downtown financial district. Invested heavily in latest technology, the firm develops and maintains it’s own proprietary electronic trading application & platform. The business puts high demands on our technology and people. Think highly skilled traders working closely with highly-skilled technologists. It's the type of place that never sleeps.
Breakwater is at once progressive and conservative, strategic and nimble.
The project: Re-energize the brand. Clean up the logo after many years of neglect. Better manage the perception we present to our target audience.
Traders, technologists, financial-services professionals. People interested in the company for the first time (professional first impression) and others coming back and getting a breath of fresh air. The audience target age is 20's through 60's. These people are tied into current events. They are educated and successful. They are driven. They understand the power of technology when applied with intelligence. They want results and never stop thinking about what is around the next corner.
The existing logo is busy, stale, blah, poorly targeted, unclear, fills space, unaligned, although the basic inspiration for the logo is solid: The Chicago Lighthouse. Search google images for "Chicago Lighthouse" - there are a ton of reference pictures. The lighthouse captures a lot about who we are (our name, our location, stability, planning, technology) We want to stick with this basic design -- The new logo should feel at its base inspired by the existing logo but also breaking free from stagnation.
The new logo should be clean, tied together, sharp, defined, much simpler in its design, fresh fresh fresh, based in vectors and lines not in a bitmap image-- but it should also feel like it is an evolution of the current logo. Having the idea or impression of a light coming from the lighthouse would be a good idea, but is not a requirement. We are only interested in B&W, no color.
Looking to avoid too many shades of grey. Something pretty "flat". Don't necessarily need the company name in the logo.
The winning entry will be strong, bold, steady, recognizable, and straightforward without being simplistic.