Gifford Financial rebranded as an affiliated firm within a larger financial organization and needed a logo that felt distinct while maintaining credibility in a regulated environment. Initial ideas referenced movement, interconnection, and cycling mechanics.

I translated those ideas into clear, functional logo concepts and presented multiple directions to support decision making. Bike chain and gear elements were simplified and used intentionally to represent continuity, collaboration, and forward progress, ensuring the mark remained professional, legible, and scalable across digital use.

The final logo delivered a cohesive identity that differentiated the firm while aligning with enterprise standards.