This project is for a new product we're launching. We'd like it to look distinct from our existing product lines, but yet still clearly part of the same overall brand. Here are some notes we've put together that you may find helpful:
1. We'd like the typeface to be a modern, sans-serif font—I've attached other logos from two of our existing products for reference (you can see the rest of our corporate identity here: http://www.crowdability.com)
2. If you want to explore the idea of breaking up the words in the product name (or emphasizing different words in different ways), it might be helpful to think of "Private Market" as a single phrase, and "Profits" as another.
3. Some symbols that you could consider incorporating into the logo to either help augment certain letters (or simply attaching onto the end of beginning of the brand) could be a padlock or the door to a bank vault (e.g. http://cl.ly/1l1o0o3N0B0P ). We believe those images convey a sense of security and are synonymous with the word "private".
4. If there were a feeling or emotion we'd want someone to have when they see our logo is that of "stability", "security" and a "strong foundation."