This logo branding project was created for Merritt Group, a wealth management firm focused on providing tailored financial solutions for high-net-worth individuals, families, business owners, and corporate executives. The goal of the project was to create a polished and trustworthy brand identity that reflected the firm’s emphasis on integrity, stability, discretion, and long-term financial growth. The design process began with research, brainstorming, mind mapping, and sketching to explore visual directions connected to professionalism, security, growth, and financial confidence.
For the final direction, I created a monogram-style logo using the letters “M” and “G” with subtle bar graph imagery to represent progress and strategic growth without relying on overused financial symbols like a dollar sign. The blue, white, and metallic silver color palette was chosen to communicate stability, credibility, and sophistication, while the clean typography gives the brand a timeless and professional feel. The final logo system includes primary, secondary, and symbol-only variations, allowing the identity to remain consistent and adaptable across digital platforms, print materials, signage, and branded merchandise.
Deliverables
- Creative brief
- Competitor research
- Brainstorming and mind map
- Logo sketches
- Primary logo design
- Secondary logo design
- Symbol-only logo mark
- Logo variation sheet
- Color palette
- Typography selections
- Building signage mockup
- Stamp mockup
- Mug mockup
- Business card mockup
