First NEW YORK Job

I have just completed an identity design for my first client in New York City since moving here over the summer. Daniel A. D’Ordine contracted me to design his consultancy’s logo. He provides investment and financial planning. We discussed the modernization of the financial industry’s identity trends and agreed that Wall Street has been moving away from more conservative logos and branding. See Morgan Stanley and TIAA/CREF as examples. It’s no longer the serif rich, engraving style fonts that front finance house and partnerships these day.

Dan wanted to appeal both to his established, elder clientele as well as expand his client base to include young professionals including creatives and artists. With that in mind I set out to create a logo that was both contemporary, keeping pace with modern identities, and professional so as not to startle any of the establishment.

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