It’d be easy to look at the name Anchor Advisors and say, “This logo must have an anchor in it to make sense.” After a good deal of exploration and brand analysis, we ended up a little higher on the deck of the ship. Using a cropped-in illustration of a ship’s wheel not only gave us the “A” in the name, it also conveyed the concept of taking control of one’s course. This exemplifies the advisory role of Anchor Advisors without falling into the cliché of having a name automatically generate the logo’s form.
The EnMast Logo was created as a companion to Anchor Advisors. To complement the principal logo, the same font, a geometric enclosure, and another shape from a ship was selected. Like Anchor Advisors, it too had to be a shape that could be a letterform.