LET ME TELL YOU ABOUT US:
True North is an investment advisor. We advise people and institutions who trust us about how to protect and grow their assets. We are truly independent in that we are not affiliated with any large brokerage firm nor investment product provider. We avoid all conflicts of interest inherent in the broker role (selling company products) and act purely in a fiduciary role on behalf of our clients. Our disciplined, active investing process helps clients achieve their financial goals, through the ups and downs of the market.
For True North Advisors, its about establishing a trusted relationship with clients and actively managing their assets for their benefit.
We are a young, professional team of 25 people, based in Dallas, Texas, USA. We are a 10-year old company that would be characterized as a small, profitable business.
HERE IS WHAT WE NEED:
We need an updated logo to be the foundation of a new re-branding for our company. We will use it on business cards, stationary, client proposals, advertising in print, company collateral materials, faxes, on our website....anywhere we have an opportunity to show our branding.
We want our brand to primarily communicate "Personal Attention": personal, genuine, warm, accessible, but not casual. This business is all about relationships and trust. Beyond the personal dimension, other traits of our brand should reflect: colorful, dynamic, innovative, energetic, NOT corporate in the negative ways a company can be corporate. Lastly, the way True North works can be described as: focused, determined, professional, disciplined. Our stated corporate values are: People First, Integrity, Entrepreneurial Spirit, Excellence and Teamwork.
OUR TARGET AUDIENCE IS:
Our target market is comprised of high-net-worth clients with a minimum of $1 million in investible assets. Usually, there is an "event" that creates wealth for an individual, e.g. selling a business, inheritance. They buy our service because they TRUST us, we have a proven track record/credibility (10 years in business, 25 employees, $1 billion in assets managed, 500 clients), and we walk them through our advisory/investment process that gives them a high degree of comfort about our professionalism.
We have a few corporate/institutional clients. We plan on growing this as an important part of our business, but it is not the main focus of our firm.
WE LIKE THESE DESIGNS:
We've done some logo work already, and have found that we like:
Colors: PMS 288U (blue) in shades of 100%, 70%, 40% and 20% and PMS 381U (green)
We like the more refined, sarif fonts like what we have in our current logo.
WE ABSOLUTELY MUST HAVE (or we don't want to see) THIS IN OUR DESIGN:
We do not want to be stuck with the compass logo that we have. You can see it on our website: www.truenorthadvisors.com
That said, we are open to hints or echos in the icon/imagery of our logo that is about direction, compass, road, map images in the icon, but not too literal. Another over-used image is that of an investment portfolio pie-chart...showing the different pieces of an investor's assets in a pie. Echoes or hints of that is fine, but not too overt. (Hope that makes sense.)
We do want an icon. A logo that is modern, cool, classy, innovative but not stodgy, with hints of technology foundation. A little edge, but giving the feeling of stability and strength.
We want people to say "Wow." Our current logo peple really like. The problem is that the compass, nautical, navigational theme is overused in our industry and we want to differentiate ourselves and update our brand/look.
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