When deciding on a company name, we went thru a ton of words that would describe what we did. Some of those were: Prosperity, Legacy, Foresight, Heritage, Integrity, Independence, Freedom, & Liberty...this led to "Libertas"
When thinking of this logo, remember that our primary goal is to keep our clients from LOSING money first, and then help them make money as a second priority.
So, in addition to the words above that relate to "Libertas," when putting together your ideas for a design, also think of the following words: Defense, Safety, Protect, & Grow.
Definitely want the full company name in the logo. Also, our office is designed to look & feel a lot like a spa, but don't be afraid to use powerful lines, colors, etc., as long as it's not too crazy/over the top.
I'm not looking for something that has so many details, the details won't show up on marketing material when the image is printed in different circumstances.
Definitely no pictures of people. Think about images that remind you of independence, wealth, power, and other pictures that leave a message or make a statement. The Merrill Lynch "Bull" is so recognizable (but we can't take that idea, obviously).
Finally, I definitely don't want this new logo to look like the others in the financial industry. We've been in biz for 10 yrs and want to use this logo for at least the next 10 yrs.
IMPORTANT: See Comments Section on general contest submission page (at the bottom) for updated info.