Logo Development for MILO

MILO is a new company that is currently being formed. I will share more details about it later. However, the logo exploration is worth a peek.

When providing professional services that involve managing other people's money, it's important for the brand to convey trust. Meeting my client's preference for a clean and simple design led me to explore limited stylistic paths. Narrowing down the options was helpful.

MILO and the advisors selected this particular logo, but I was glad to know that it was a tough decision.

This logo incorporates several layers of symbolism. The capital M represents MILO. It is composed of vertical rules - one black and one blue - joined by diagonal lines. The shape suggests a handshake or a hand-in-hand connection between two people. A third color is introduced where their hands join, representing the solution. Additionally, the two parts of the M are also arrows pointing up, projecting a positive outcome. That's a lot of meaning in a simple mark!

Here are the early concepts: