WHAT WE ARE
CARLO Foundation is an international independent and transparent rating agency for products of the finance industry.
We want to give a clear transparent view on finance-products to everyone in the world. Everyone shall have the opportunity to quickly evaluate if this product is one the goes conform with his/her ethics or environmental understanding.
• Create a logo that that gives confidence in transparent financial rating.
• A logo that is timeless and of longterm relevance.
• Which creates trust and invites people to identify with the idea.
• A logo that is serious enough to become part of the traditional financial market, but which is on the other hand strong enough to challenge the same market and bring some new content, idea and real trust to it.
• Simply create a timeless logo that is taken serious by the world (especially the financial) but strong enough to change it and implement the next generation of what the world really is all about.
WHY IS THERE A CARLO Foundation?
If you have gone through the news the past years you have realized that the financial market is in a deep crisis. This is because lots of banks, investors and financial market players have just thought about new “money-systems”. They haven´t at all thought about what this means to society-development, the environment and on the long howl to the financial market itself.
If you just take something out of a box and do not put anything new in, the box will be empty one day. Everyone who took its part might be happy and wealthy now. But all the others, and all the following generations will have to struggle that the box might get filled again. This is the idea of sustainability: take as much as the nature can renew within the time you need it again.
Well, coming back to our CARLO Foundation: we think that someone needs to keep an eye on the financial market and rate financial products not just for the short idea of “earning money” but as well for the longterm idea of “sustainability”. What will that explicit financial product will do to the world, the environment, the societies, each of us. Get us right: that does not mean we want someone to earn less money. Just the opposite: we want that more people in the world to take part in a fair and transparent financial system. Therefore we need an independent rating agency that checks all the financial products on its value on profit AND environment AND social relevance.
WHY “CARLO” Foundation?
When we were thinking about a potential name for our foundation we hat the following in mind: independent, sustainable, transparent, international. We wanted a name everyone in the world could build a relation to. A name with a story. Here it is:
Hans Carl von Carlowitz (1645 till 1714) first thought the concept of sustainability. He had the sustainable forestry in mind. Not cutting more wood than you really need and always just as much, as it could recover until you need the next. This basic principle is accepted by every nation worldwide. So instead of naming us “Sustainable Rating Agency” we formed the name “CARLO”. We believe is has much more potential for the world to identify with our idea. And, just to say, “CARLO” is a “word” which can easily be spoken in every language. Yes, we love it. And we hope, you too.
WHO IS BEHIND THE IDEA?
In future we hope there are thousands of people, nations, other foundations behind it. However, we had an awesome start with some quite famous names of the financial and NGO world. You may not have heared of them, but in that scene there is hardly any better to start with. So who are the ones:
The non-profit foundation-structure of CARLO.
Generally, a foundation has the advantage to consider all interests of donators. The launch of CARLO foundation is based on a broad private-public-partnership because we do not want to exclude relevant stakeholder groups. This is why we have decided for an approach which consists of broad expert opinions and that integrates many interests and partners. For this we ensure fast market relevance within our integral approach. With our foundation council based on sustainable founders (Deutsche Umweltstiftung, MAMA AG, Liechtenstein Bankers Association and the Principality of Liechtenstein) we have a supervising body which guarantees the long-term strategy of CARLO.
In the enclosed document you will find additionally to the briefing some more background-information about us. As for now we think this is a great basis on which you can start your work. Here are some more facts for our Logo.
WHAT FACTS ARE IMPORTANT?
Our full name will be:
(you are still free in spelling – possible as well is …)
The logo should work “with” and “without” the suffix:
integral rating agency
We think a combined word mark and logo would be perfect.
OUR KEY-TARGET GROUPS
Bankers, investors, high networth potentials, companies (international) brokers, that governments, investors, lawyers, politicians (business & finance).
Investors – small ones as well, broad public, your neighbour, NGOs,
What we want to say
On the one hand we want to attract the business and tell them: hey, get your products rated, than you are having the chance that the world knows you act transparent and with an ethical, sustainable idea.
On the other hand we will attract the public showing them: look at the “CARLO” sign, than you have the possibility to fairly make your own opinion of that product and can judge by yourself if you want to invest in it.
The Logo! (this is the job for now)
Corporate Design elements
LOGOS WE LIKE
the work by http://www.winkreative.com
the work by Paul Rand