Asked to provide a logo for two of Asset Marketing Systems’ business consultants, I first asked general branding and positioning questions such as who was the target audience and what set them apart from their competition.

Mike and Sam wanted me to use the idea of a puzzle at first, correlating it to the current parent-company campaign. They liked several of the first comps, got various opinions and then asked me to change “Broker Dealer” to  “Advisor.” They also changed their minds about using a puzzle or puzzle pieces in the end, but I’ve decided to post all of the different renditions of it. Logos are often much more challenging to design than people realize – and I learned it helps not to get too close to it.