The Wills & Trusts Firm
Identity Presentation
Today we’re choosing a primary mark direction (1 of 4), confirming the color palette, and deciding whether to use a 3-word descriptor in formal contexts. The goal is an established, modern-classic identity that stays clear at small sizes and looks strong across print, promo, and digital.
4 Marks
Primary Mark
A modern-classic mark inspired by timeless column forms—clean, established, and easy to recognize. Deep navy conveys authority; warmed with gold so it feels steady, protective, and reassuring—without feeling heavy.
Note: All marks are designed to hold up in embroidery, foil, and one-color imprinting.
Monogram
most minimal / most modern-classic
Column One
most “established” read
Column Two
strongest blend of classic + contemporary
Square
most badge-like / best for stamps, signage, socials
Suggested Descriptors
Descriptors are optional and context-based (used on promo, collateral, or web sections—not required on the primary logo).
A) Kind Counsel. Clear Steps. Strong Protection.
B) Thoughtful Plans. Trusted Guidance. Real Life.
C) Clarity. Protection. Continuity.
Color Palette
Primary Logo Palette
Classic, calm authority in navy—balanced by gold’s quiet optimism and care. The palette is designed to print well (spot/CMYK) and hold up in embroidery + one-color imprinting.
Name: Dark Blue
HEX: #003A5D
Name: Marigold
HEX: #CCAB5A
Direction: Monogram
2-color (gold + dark blue)
1-color (dark blue)
1-color (white)
Business card (front)
Business card (back)
Letterhead
Website
Banner (event specific)
Promotional (Umbrella)
Promotional (Hat)
Promotional (Napkin)
Promotional (Card Deck)
Direction: Column One
2-color (gold + dark blue)
1-color (dark blue)
1-color (white)
Business card (front)
Business card (back)
Letterhead
Website
Banner (event specific)
Promotional (Umbrella)
Promotional (Hat)
Direction: Column Two
2-color (gold + dark blue)
1-color (dark blue)
1-color (white)
Business card (front)
Business card (back)
Letterhead
Website
Banner (event specific)
Promotional (Umbrella)
Promotional (Hat)
Direction: Square
2-color (gold + dark blue)
1-color (dark blue)
1-color (white)
Business card (front)
Business card (back)
Letterhead
Website
Banner (event specific)
Promotional (Umbrella)
Promotional (Hat)