I am launching a consulting company to help hedge funds use technology to do things better. I consider myself an artist in what I do so I'm not some dry dorky quant engineer from MIT. My skill is that i can solve hard problems, and communicate it in ways that are palatable for non techy types and I have a sense of style.. I do not want this brand to evoke some bland software company. The industry has too many of those. Not sure if this helps give a sense of my style, but I also have an art importing company (meytreya.com), play the saxaphone, play soccer several times a week, and am launching an NYC barguide/dating site http://barstalk.com. I try to improve everyday, and want to share what I learn. Hope that helps.
The target audience will be asset management firms- private equity, hedge funds, brokerage, etc..
The brand can't be too edgy for its a generally conservative crowd- but people have money and need to feel like they are paying for something of quality, substance, and is clever.
This will be the type font and logo that will go on business cards and website.
No tacky symbols that are way to obvious. I know it will be finance (ie. Dollar signs, calculators). No loud colors - Reds or Greens- need subtle pallets.
I like subtle and clean, refined with a hint of fun (if possible).
The thoughts that I want the brand to evoke:
Interesting, Smart, Reliable, Refined, Respectful - all this but not too serious. Still want some kind of lightness or fun edge to it.
Some symbols to think about:
Linchpin, Light (bring light to the situation) - but would be open to your own..
Some sites I like:
hunch.com - not the home page, but when you login in and see your page- its a great minimalist design.
http://8020studio.com/ - like colors and cleanness
http://www.voceantica.com/ - logo is too big- but like this design
http://www.gravitastechnology.com/index.html - this is a competitor - like the logo
http://www.tonic.com/ - nice design