I own a small private investment company. We buy and then operate other small businesses around the country. We have never been into marketing, so my current logo is a childish mess. We are not a stuffy investment company, but I do want to project a professional, yet practical image. On the other hand, I cannot have too much of a playful, cartoony-type logo. We are a simple, efficient company. No-nonsense. We tend to like brevity, and crisp designs with unique, but not ornate or flowery fonts. A nice creative touch around our name the flows into the logo would be appreciated.
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Our target audiences are (1) other private investment firms from which we may raise funds (2) owners or brokers for the owner of companies that are for sale. These guys are usually checking up on us to make sure that we are "real."
Our company name is Decision Tree Resources, but we usually just go by "Decision Tree." I have a very slight (but don't read into this) preference if you wish to include "Resources" in the logo (should the design balance or warrant it for creative purposes). Sometimes we just go by DTR, so you are free to use this acronym in conjunction with "Decision Tree (Resources)" or not. I am leaving the creative stuff up to you all...I'm a finance guy. Again, we like minimalist, yet creative designs with unique, but not flowery or ornate fonts. The best way do describe my "logo taste" is crisp. We have no corporate colors, so go ahead and select some combinations that you think may be appropriate. I do know that I am not a fan of orange and some greens, and of course pink and purple! Finally, I am fine with or without a design that plays on the "tree" word in our name. Some creative take on this is fine, but I do not want our company to come across as a tree trimming company, nursery, or horticulture firm. A "decision tree" is actually a mathematical tool, described by output values and probabilities, to assess the outcome of a series of decisions. A pure take on a "decision tree" is not overly advised. They are not pretty to look at and may cause us to look too nerdy. Focus on creative, professional and crisp. Good luck and ask any questions that you may have.