Financial Staples
Project Overview
Financial Staples exists to help women, people of colour, LGBTQ+ individuals, and other underrepresented professionals navigate financial planning with confidence. The rebrand was an opportunity to create a more intentional identity — one that moves away from generic symbols and instead reflects the duality of the firm’s personality: warm and approachable, yet modern and high-performing. The final design aims to feel both personal and professional — capable of resonating with clients from diverse backgrounds and competitive fields.
Concept & Design Direction
The logo combines the letter “F” and a staple-like form to create a distinctive mark that’s both minimal and meaningful. Together, they subtly form the initials “FS” in the negative space — reinforcing the brand name while symbolizing connection, reliability, and structure. It’s a modern monogram that visually reflects the firm’s role as a foundational guide in their clients’ financial lives.
The logotype is set in Montserrat, a clean and confident sans serif. Its geometric clarity balances the soft, inclusive tone of the icon with a professional edge — making the brand feel established without being traditional or rigid.
Primary Logo Lockup
This is the default logo configuration, used across primary brand materials. The horizontal alignment supports clarity and balance across both digital and print applications.
Alternative Logo Lockup
This vertical lockup is ideal for stacked formats and smaller spaces, preserving brand recognition while maintaining flexibility in layout.
Colour Palette
The palette blends professionalism with approachability. Brighter tones of blue and green reflect growth, inclusivity, and optimism, while the deeper tones provide contrast and stability — creating a visual system that is confident, fresh, and human-centred.
Typography
Montserrat offers structure and presence, while Karla brings warmth and readability to supporting content. The type pairing reinforces a brand personality that is both approachable and high-caliber — fitting for a firm that serves thoughtful, high-performing professionals with care.
Logo Applications
Final Thoughts
This identity repositions Financial Staples with clarity and intentionality. Moving away from generic industry tropes, the visual system reflects the founder’s mission: to build wealth with those who are often overlooked by traditional financial services. The result is a brand that feels confident, inclusive, and ready to grow with its community.
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