NOTE 8/28/18 -- This competition doesn't seem to be moving in the right direction. So far, most entries seem to be focused on coming up with a logo that incorporates the "F" and the "S" of FundSmart. That is NOT an idea that is going to win this competition. I think that the successful design will take one of the following two approaches:
(1) We can go with the tried-and-true approach that nearly all banks and other financial institutions use...a distinctive logo which just spells out the company name -- and maybe an additional design -- but no attempt to incorporate the company's initials into it. For example: Bank of America has a red and blue flag. Union Bank has a stylized "U". Capital One has a swoosh. Wells Fargo just has its name written out in a red box. UBS has a set of three keys as an additional logo item. State Street Bank has a ship. I am not sure what Wachovia's logo is. Goldman Sachs is just its name in a light blue box. In other words, the designers of those logos aren't trying so hard to incorporate initials into the logo. Maybe we just spell out "FundSmart" or even replace the capital S with a dollar sign, like this: Fund$mart.
(2) A second approach is a little more hipster...that is, maybe we come up with something really iconic, like an image of a brain over the word "FundSmart". Get it? Brain = Smart. If the word "FundSmart is in two shades of green, that connotes money, or funds.
In other words, we need to get much more creative with this project if we are to find our winner.