Family Wealth Management Group
Project Overview
Family Wealth Management Group needed a brand identity that felt welcoming, modern, and inclusive—while maintaining the professionalism expected in the financial sector. The challenge was to create a logo that could resonate with a broad client base, including women, families, and LGBTQ+ individuals, without compromising on clarity or credibility.
Concept & Design Direction
The logo features a house and rainbow mark that visually expresses the brand’s foundational values: inclusion, trust, and financial stability. The house conveys structure and support, while the rainbow arcs introduce warmth, belonging, and representation. Together, they symbolize a safe and supportive environment for wealth-building.
The wordmark uses all-lowercase Sofia Pro, a geometric sans-serif typeface that balances professionalism with friendliness. The font’s rounded forms echo the rainbow’s softness, while maintaining clear legibility and polish.
Primary Logo Lockup
This is the main vertical logo used across most brand touchpoints, offering strong visual recognition and a balanced blend of structure and approachability.
Alternative Logo Lockup
A horizontal lockup ideal for applications with limited vertical space, retaining the full mark and wordmark in a more compact orientation.
Logo on Grayscale
Designed for versatility, the logo remains legible and identifiable in monochrome applications. Its contrast ensures clarity whether printed in black-and-white or displayed on colour-limited platforms.
Primary Colour Palette
This palette supports professionalism with a modern twist. Teal tones express calm authority and accessibility, while neutral blacks and whites ground the identity.
Secondary Colour Palette
These vibrant accents are used in the rainbow symbol, adding diversity, energy, and vibrance to the brand’s visual expression while reinforcing its inclusive values.
Typography
Sofia Pro’s geometric yet friendly form makes it ideal for a brand centred on both professionalism and warmth. Used across all text styles, it ensures consistency while remaining legible and visually welcoming.
Logo Applications
Final Thoughts
This identity system supports Family Wealth Management Group’s mission to offer inclusive, client-first financial services. The visual language blends strength with warmth — ensuring the brand speaks clearly to both the mind and the heart.
Featured Portfolio
Discover thoughtfully crafted work, each designed to elevate its brand to its fullest potential.
Branding + Websites
Other Logos That I’ve Designed
