New logo wanted for Market Reef

Market Reef

We need a logo for our financial portal called Market Reef. The portal aggregates content from different proprietary channels to better inform investors about what's happening in the financial markets.

Our audience consists of medium to high-income males, 25 to 65 years old, with a higher degree, who are investors or have interests in financial markets.

The final design should be idiosyncratic, communicate safety, and also give an idea/feeling of being part of a live and unique community.

Market Reef represents several apparently conflicting ideas which pose a challenge to designers On one side, it is lively, active, fertile - the self-sustaining dynamics of a reef - while at the same time being trustworthy and austere - as with a bank, credibility is everything. It is a mixture of the "classic" financial institutions (see JPMorgan / Wall Street Journal logos) and a consumer products company (see Unilever and Altria logos).

There is an additional aspect of the portal which is the fact that it relies on cutting-edge proprietary technology, which has a "freshness" to it (see "Singularity Institute" and Firefox logos).

Furthermore. its worth mentioning that the world of finance is going through several marketing challenges - much like the oil- and the tobacco industries before them - as it faces deteriorating a public opinion after the financial crisis. We highly recommend looking into the re-branding of BP & Altria for inspiration.