As a background, our business offers a professional service relating to people's money and financial security.
What we try and convey
Our image needs to be strong but approachable + secure but flexible + competent + compelling + fresh + dependable + confident but considerate.
Our old logo (attached) is somewhat disjointed from our purpose. A sail on a lake???? I don't know what we were thinking.
I would like the image to represent the business or the business purpose or both (if at all possible).
What do we do.......
We pride ourselves on making things simple and easy to understand.
We help our clients and prospects feel safe and secure, empowering them to act with confidence and helping them achieve their goals within their means without fear of uncertainty.
We help them achieve their lifestyle and financial dreams.
The image that we aim to convey is professional, competent, sincere, striking (standout), trusted. It is important not to look cheap nor aloof but also not too stale and crusty (e.g. high street financial).
The logo needs to try and convey Professional NOT gaudy or trivial or cheap. I would like to avoid anything to do with "superman" (yes it has been suggested before).
My colour pallet tends towards matt blues, platinum, clean aquas, golden (sandy not metal). Clean and concise. Fresh.
I am not opposed to colour or theme recommendations.
I am also open to whether the logo is a play on the company title or a separate image/icon with Super Wealth Services as a tag line/masthead.
I really look forward to seeing your ideas.
PS - we operate with mainly paper based interactions at the moment (letters, business cards, handouts and some presentations) but out intent is to create a clean internet and social media presence as an extension of this design - so your ideas should allow us to easily adopt/transition between letters, presentation templates, web page and facebook.