Lawrence Decter Investment Counsel
Lawrence Decter Investment Counsel, 2006

For the rebranding of Lawrence Decter Investment Counsel (LDIC), an established firm, we created a logo that incorporated familiar elements into a fresh treatment. The Griffin, traditional guardian of treasure, that the company had been using was updated for clarity and doubled, presented back to back to emphasize watchfulness. To emphasize the venerable status of the company, the logo is embossed, rather than printed on the letterhead and business cards. We used a heavy, classic, strong serif font for the capitalization of the name, both for its stability and for its impact in an embossed presentation.