Demographics are upper-middle to high-net-worth (affluent) investors and families. This demographic wants a firm with confidence, sophistication and trust.
Psychographics: Travel, golf, retirement, family, conservative, sophisticated, and educated.
I think a tag line (if you can make it work) would be "Wealth Management."
More miscellaneous info: I really like the concept of a bull and used the attached as inspirational examples; it is the best in the industry. While I am partial to bulls, I'm also concerned that it may look too much like Merrill's, so I am open new ideas and curious to see other ideas. For instance, just words.; however, I still would like to see some non-letter-as-the-logo designs
Color: I would prefer a darker blue color for print on white t-shirts and business cards, but will also need it to stand out on dark blue brochures (as in the examples given) and be good in just back ink on letterhead.
My families well-being is going into this company so I am really looking forward to the results of your hard work.
5/3/11***Although I love and may choose one of the initials-or- "WA" logos already designed, I would like to see some abstract designs and more bull designs. Really, the two bull designs so far are fantastic.
5/5/11**Getting a lot of feedback favoring the letter only option, so I have added this back to the design brief.
5/7/11** Okay, I have enough bulls now, but would like to see more "W" options or abstracts. This contest is not over until the bell rings. Simple and conservative.