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Creative Brief

Who are you?

Granite View Asset Management (GVAM) is an alternative asset manager. Our primary product is a hedge fund. We are a small, emerging company with offices in the Bay Area, CA and Boulder, CO. Our firm is based on three main tenets: 1) integrity; 2) client first; and 3) long-term view. Our favorite saying: we manage our clients money like it was our own. Everyone deserves a trustworthy, well-managed place to grow their hard earned wealth.

What do you need?

We need a logo. The logo will primarily appear on our web site, presentations, email, stationery, and business cards. Given our target audience, we seek a logo that conveys professionalism, steady ascent, and reliability but with glimmers of our potential for innovation. Things to think about as you design the logo: 1) Granite View the name was taken from a view during climbing in Yosemite National Park; 2) Granite is a hard material and dark in color; 3) Granite has hard edges, sharp, crisp; and 4) we are looking to convey a subtle simplicity.

Who Is Your Audience?

The target audience is generally high net-worth or high-income individuals, both men and women. These people are generally well educated and very conservative. They tend to be somewhat less technology savvy; less into social media; less into the latest fashion than society at large. They are often intensely competitive.


We Like These Examples

Nike Simple. Works on shoes.
World Wildlife Fund the perfect image and msg.
The NBA shows exactly what they do.
Most Sports Teams logos that dont use the team names. We obviously would like something distinctive.
Target does not use the firms name, yet you recognize it.
CBS does not use the firms name, timeless.
Pictures of Two Climbers Helping Each Other. This is an idea we had.
Best Buy integrated into the firm does.

We Absolutely Must Have

Definitely no red coloring.

Things we think we want:
We'd like a graphic and text treatment (of the name) that are separate but work together. We prefer simple and bold to ornate and complex - strong, solid, tenacious. If the graphical element somehow related to our name that would be cool.

Things we think we'd like to avoid (but we're open to if you have a brilliant vision): 1) handwriting or graffiti style text treatment. It doesnt fit with our corporate standards. 2) graphical element of the logo being integrated with the text of the name to the point where they can't be used separately or in multiple orientations. The name is long, therefore, we are cautious on usage of the name Granite View Asset Management in the Logo. 3) A play on the initials. We are not that interested in a logo that plays on GVAM.



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