Challenge

Alerian sought an update to their existing logo, as they felt it didn’t fully represent the cutting edge essence of the company. With the downfall of the financial institutions in 2008, Alerian wanted their new brand to prominently display the company’s transparent nature in all of their business transactions and to be seen as a “new angle in investing.”

Solution

The soft transparency used in the icon design emphasizes Alerian’s philosophy of keeping nothing hidden from clients. The staggered “wings” reflect financial growth and determination to gain high-yield investments. The modern icon is balanced by the rooted and established looking serif typeface. The concept of Alerian as a “new angle in investing” correlates to the sharp angles found in the ads.