Mark Stuckert — Initial pitch/direction for Lumb Financial Consulting Inc.

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Hi Tom — I'd like to walk you through a mark I've been working on over the weekend. In fact, I believe I'll introduce it element by element, to give you a sense of its "build". We being with a simple block, which serves as the ground of the mark:

Nothing yet remarkable, only that square forms are quite potent regarding anything financial (wherein a feeling of stability is required). For an extreme example, see the H&R Block logo.

Next, a solid, stately "L" is introduced. At this point stability has been determined and the main initial of the company has been introduced. Note that the "L" sits more within the left of the block in anticipation of accompanying typography (which will be displayed to the right of the mark).

I then began focusing on a detail that would identify the company as financial in origin and would make the mark both interesting and memorable. Given your family name's British heritage, I began to look closely at the shapes contained within the pound sterling (shown below rendered in the typeface "Chaparral Pro").

I noted that the small "inset" at the bottom left of the glyph was very much a defining feature of the pound's identity.

After multiple iterations, I decided that a more restricted approach could convey the pound's shape while maintaining the mark's modern and minimal appeal. Therefore, I present the following "financial L":

This is the mark I propose for Lumb Financial Consulting Inc. It is modern, minimal, will stand the test of time and ultimately tells a story. Additionally, the shape of the inset also gives the vertical stroke of the "L" the image of an open book, which further speaks to the company's financial heritage.

Next steps would include the selection of appropriate typography, a colour palette, additional graphic details and (hopefully) a landing page for the company. I very much look forward to your feedback and, again, thanks very much for this wonderful opportunity.

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Sincerely,
Mark Stuckert.