Issue Chevy Chase Asset Management, LLC, was established in 1998, offering comprehensive financial planning and investment services. While the firm’s principals were well known for their extensive experience having worked for a local corporation, they realized the need for establishing a corporate identity among the general public. Solution While the partners voiced desire for a contemporary logo, the conservative nature of the investment field required that the mark also be somewhat traditional. The partners’ main selling proposition was their ability to help clients achieve their financial goals. Accordingly, a torch was selected as the logo’s graphic element. The slogan, “Leading the Way to Financial Freedom” evolved thereafter. A print ad, with extensive copy, introduced the partners and their fiduciary-based approach to investment management. Ad Stationery Package Animated Logo