We're going from Jonathan Smith & Co. Investment Counsel to Smith & Co. Wealth Management. I'd like to entertain one design that looks very similar to our current design just with new words but would also like to see other new designs.
I envision the "wealth management" to play a smaller part than the Smith & Co.
Finally, we'll refer to it when speaking as Smith & Company but have always had a "co" in the logo. I would entertain writing out the "company" but think I will be partial to seeing the "co."
I would like to avoid the gold, compass, light house, oak trees etc that are typically associated with wealth management firms. Our wealthy clients do not think of themselves as wealthy even though they are. Our clients tend to be easier to relate to, they do not trade frequently. We are really a financial planning and investment firm.
We need to strike the balance between professional and personable.
I think I would like to have a main logo and then also an abbreviated version of it.