The logo above is from Cardinal Wealth Partners in Ohio. They make their firm name nice and clear, but still have a unique touch (the illustrated cardinal).

A recent study showed that before children are able to read, they can recognize the logos of corporations like McDonald’s, Disney, and Toyota. Children as young as three years old are already able to develop specific brand preferences and distinguish corporate products.

But what makes these children able to decipher some corporations more than others? While the answer is likely a host of things, one element plays a major rule: a great logo. We all know the classic Golden Arches or good old Colonel Sanders of KFC, and there are a few takeaways from these iconic logos that you can use in your marketing. When designing your logo, think about simplicity, clarity, and uniqueness.


When designing a logo for your business, you may feel tempted to fit it all in. You offer a wide array of services, serve many clients and offer value in different ways, but your logo can’t fit this all. Instead, think about some of the key principles of your business and translate those into design ideas. Logo designers often ask for the two or three most important things about your business to include in your logo, not twenty! Think about your value proposition when designing your logo to keep it as simple as possible.

In terms of practicality, simple is better because your logo will be the cornerstone of many different marketing materials. You will have your logo on your website, social media platforms, direct mailers, presentations, and more. Simple logos translate well between these strategies, while a clunky, complex logo can lose its meaning or design. Our FMG Suite designers suggest no more than three colors in a logo.


Because your logo is the cornerstone of your brand, it’s important to showcase what it is you do right away. While larger corporations like Apple and Nike can rely on a single image, small businesses don’t have this luxury. Instead, your logo needs to convey what you do instantly.

There are two main types of logos: font-based and graphic-based logos. Font-based logos consist of typeface relating to the business (think Adidas and IBM), while graphic-based logos have an abstract symbol (think Nike and Apple). We suggest sticking to font-based logos for your business to convey what you do and make it clear to the viewer. Incorporate your DBA in a unique and creative way.


While it’s important to have your firm’s name in your logo, don’t fall into the trap of creating a logo that looks like everyone else’s. There are only so many “wealth management,” “financial advisors,” and “capital partners,” typefaces available.

When thinking about your logo, think about what makes your firm stand out. Do you have an image or story that stands out? Is there something in your community you could use in your logo? What is a visual representation of your most prominent service? These are questions you can ask yourself to get started on creating a unique logo.

Cornerstone Financial’s logo

Cornerstone Financial uses their name in their logo in a unique way by setting the black square as the “corner” and making the blue ones look like stairs. This represents the “staircase” to financial planning.

Round Hill Wealth Management’s logo

Round Hill Wealth Management uses a lighthouse in their logo because it’s a theme they want to convey. The lighthouse represents how they guide their clients through their financial plans, which is a prominent branding piece they used.

Your logo is the cornerstone of your brand and it’s important to think it through before getting started on too many marketing materials. When working with one of our Concierge or Exclusive website specialists, they will always start the process by asking for your logo. Do you have any logo tips or want to show off your unique design? Email us at [email protected]!