I own a financial services firm that specializes in working with high net worth clients in creating wealth creation "maps" or business creation "maps". The work that we do stands out from our community in that it is more strategic than tactical. As such, we have a very different viewpoint than our competitors, be they big or small. That difference is what we are trying to get across from our first impression.
Our target audience is twofold.
1) High net worth individuals either income or assets
2) Lower middle to middle market business owners who are doing a minimum of eithe $500,000 in profits, or $2,000,000 in sales.
What is important to me is that both prospective clients and clients appreciate the fact that we come from a very different perspective. When I was in high school, I was taking advance math courses and got stuck. I called my uncle (smart guy) and he helped me. He told me that my problem was my perspective. He told me that I needed to "take a step to the right". I want a logo with a silhouette of a businessman (including hat like in the 1950s/1960s) taking a "step to the right". No cartoons. No real person/photo silhouettes. I would like it done in brown/sepia. Something that could go on a business card/stationary and be distintive. Perhaps even "stepping up". The logo should reflect that we take a different perspective and our clients have an open mind to looking at their circumstances from a different viewpoint.