The logo must be simple and effective when we first look at it but as you look at it closer, it should allow you to pull meaning of what it represents. (our current logo is attached)
It should tell a story of who we are on it's own.
(e.g. Take the Red Leaf Packaging example we had to choose from. Initially it is simply a red leaf but it also conveys that it is Canadian and a box when you look closer while maintaining simplicity.)
I don't like stock images/clip art. I don't want cartoon'ish feel - this is financial firm so it should communicate:
* modern, forward thinking
* performance & results
We like a vector look and feel, want to fit on square business cards.
Logos we like from designers on 99Designs:
Communicates clouds/land abstract, break in the middle
See the little fish is integrated:
The synergy within the logo on multiple levels
Integrating the elephant into nutrition:
To all designers, first and foremost understand this is for a financial institution. We want the design to reflect this. Imagine you are choosing to invest your money with us - the logo should communicate "trust" not feel or look clip-art in any way.
The design should NOT:
* look more like mountains than finance.
* be cliche
* be overly complex
* be our old design presented back to us
We understand it is difficult to come up with a design that is simple but delivers on what we want. Please sit with your design - it should be clean and have balance. The weight of the logo is important.