Jazz Financial is based on a philosophy that provides long term financial planning solutions for its clients. Bob Watts, owner, wanted the identity of his company to be different from the usual conservative approach and reflect a different kind of thinking.
The idea behind the logo was to give the clientele a sense of stability and energy, not a combination often associated with financial planning organizations.
Bob Watts transitioned 100% of his clientele from his previous employer to Jazz Financial, showing that a good identity can facilitate client loyalty.
The colourful negative space inside the logo was used to visually communicate the ups and downs as well as the long term growth achieved over time if the long view isn't forgotten. This idea was applied to their print materials including business cards and letterhead.
While a logo can't literally get you customers, it can get in the way of client loyalty. In the first year of Jazz Financial's operation 100% of the clients the owner had with his previous company moved to Jazz Financial.