The English Investor is a personal finances blog based in the UK. The blog discusses various topics such as investing and saving, turning readers into savvy investors. While the blog's primary audience is based in the UK, some readers also come from the EU or the US.
I want the blog to have some sort of icon that can be easily remembered and associated with The English Investor. The blog's topics discussed are serious as money is important. But, as a reasonably young person myself, the audience is mainly millenials and people who know little to the world of personal finances. For that reason, I don't necessarily want something too abstract and serious to scare readers.
I tended to grade more favourably logos that incorporated some kind of character with a British reference that made the topic of personal finances less daunting. As an example, one good website that nailed this is Financial Samurai (https://www.financialsamurai.com/): the author is from Asia so he used his roots to come up with the idea. It's a samurai so not what you would really imagine for finances. But it's not too cartoonish and it really helps to remember the website's url.
The logos that received a low grade tended to be either too serious or too abstract.
Attached is a link with a couple of other examples to serve as inspiration: https://www.designspiration.net/stefanmonaghan/