LET ME TELL YOU ABOUT US:
The name of our company is Islamorada Investment Management. That 's' is silent, the name is pronounced aisle-a-more-AH-dah and it means "purple isle". We're located on an island down in the Florida Keys, where today it is 75 and beautiful. My apologies, Chicago.
We are a new company, and we manage the investment portfolios of people here in the Keys and up north. We are a fee-only firm, meaning we don't get paid through commissions or referrals like most Wall Street firms. We're not brokers and we don't provide advice, sell much of anything nor pay much attention to Wall Street. We like to think our mission is to save investors from mutual funds. There's more about us here: http://www.islainvest.com/aboutus.html
Our first fund is named after a fish. Our e-mail newsletter is called Spinach in a World of Chocolate. One of our slogans is "One Geek in the Keys is worth two suits in the city." So, although we're good at what we do, we don't take ourselves too seriously.
Think Warren Buffett meets Jimmy Buffett.
HERE IS WHAT WE NEED:
We need to make our logo more recognizable outside of the Florida Keys. Down here it is instantly recognizable as a "backcountry cowboy"...one of the local fishing guides who navigates and guides his clients around the flats of Florida Bay. He is holding a push-pole, used to get around in spots that are too shallow for the propellor on his skiff to clear. He is wearing a cotton mask to protect him from the sun...plus shades and a visor...all part of the usual uniform down here.
Up north, however, people are not certain what it is. So, we need something that stays true to our local roots and isn't cliched down here, but still gets across the "trustworthy guide" metaphor.
Logo will be used in all the usual places...on website, email newsletter, biz cards, stationary, etc.
OUR TARGET AUDIENCE IS:
Specifically...self-directed investors looking for a better alternative to owning an actively managed mutual fund.
In general...they are smart, professional people who have a sense of humor, respect a good work ethic and have some humility. They are typically experts at something, just not analyzing investments. Some are very wealthy, and some are not...but those who are well-off tend to like that we are accessible to everyone. So, our customers have pretty inclusive attitudes. All use the web daily and some are into social networking. And 84% of them wear flip flops daily.
WE LIKE THESE DESIGNS:
Our current logo can be seen at www.islainvest.com.
As background, we have uploaded a compressed file that contains various images of fishing guides for reference only here:
Here is our photostream on Flickr, though you can also search for Key West, Islamorada, Florida Keys, etc. for ideas:
We also created a public lightbox on iStockphoto.com about the Florida Keys in case you need some inspirational imagery. That is here:
WE ABSOLUTELY MUST HAVE (or we don't want to see) THIS IN OUR DESIGN:
You have free creative license here...all potential changes are on the table, from font to size to view to anything else. Here are the musts, however:
1 - It must not cause people to ask us why the bankrobber in our logo is holding a shovel, waiting to hit a home run.
2 - We do want the logo to be purple, or purple-ish, or have something purple in it, because Islamorada is the purple isle.
3 - The logo must have an image of a guide, though he could be shown on his boat from a distance, etc.
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