(1) Attributes - Professional but sleek and creative
(2) Colors - Dark green, grey (or silver), and black & white (see example). The g
(3) Size / Shape - more wide than tall (since it will go on letterheads, documents, etc.) We want the word "AUXO" to be larger than "Management" which may go beside or underneath "AUXO" and will likely be a different font.
(4) Fonts - the font we are using for our documents is Calibri.. we assume that the fonts used for the logo will be different - but may mesh well with Calibri.
(5) Legible - we need to make sure people can read it properly.
We are an investment firm so we need to be professional. However, we are young, energetic, and looking for companies with high growth potentials. We want out logo to say "we're professional, but we're young, fresh and exciting."
The attached powerpoint has our current logo (which I made in MS Word & I don't think is that bad considering...!). I also have some logos I like of other financial institutions and past similar funds. This should give some insight.
If you want any more direct data to help make the logo please email me: firstname.lastname@example.org