CSS Financial offer financial assistance to people who do not believe they have enough wealth for it. Regardless of background or financial strength, CSS aim to empower those who feel left behind.
I was tasked with creating a new identity that differentiates CSS Financial from the corporate aesthetics that financial advisors typically use to represent themselves.
The primary CSS logo is a thin-line mark that is clean and simple yet contains points of symbolism; the helping hand, holding a diamond (wealth) headed key to unlock financial potential.
Secondary logos further reinforce brand cohesivness and can be used as alternatives to the primary logo in different situations.