This logo was designed for an investment company as part of my Logo Design class at Sessions College. I started with three concepts–a lion, flame, and archer–and worked with my instructor to refine the design to what you see here.
Here are my notes from the creative brief:
FISHER INVESTMENTS LOGO
I chose the Archer as the identity for Fisher Investment. Based on the previous ideas — lion and flame — I think the archer best represents Fisher Investments and the perception it wants to portray to clients. Not only does it symbolize speed, risk, and responsiveness, the archer carries other meanings as well: targeted investment strategies, precision, and professionalism for instance.
I created a primary logo and a horizontal secondary, which can be used in spaces that maximize the identity better than the primary vertical logo might be able to do (a vehicle graphic, for instance). I’ve included doodles of various ideas, color choices and examples of collateral.
Throughout the refinement process, the logomark of the archer has been softened a bit and curved slightly. This adds motion and supports the ideals Fisher Investments stands for. Likewise, the type was set in a way to enhance the motion of the mark and create balance in the overall identity. “Fisher” was set in an all-caps serif font to add a banking-industry quality to the identity. “Investments” was set in smaller type, flush right, and italicized to not only balance the mark and maintain the motion of the identity, but also to embody the personal, less-corporate feeling Fisher hopes to portray. By keeping Fisher larger in size and weight, this allows the company room for growth should they choose to one day offer
more than investments.
A monotone blue color palette helps establish the identity among its competitors, but carries a hue that differentiates it from the competition.