The assignment was to come up with a corporate identity for a fictional Algorithm based financial management company. I decided to focus on the idea of personalized finance. I researched a lot about wealth management companies like Goldman-Sachs, Wealthfront, and Betterment. I thought that traditional typefaces would better fit the clientele. Keeping with the theme I focused on clean and clear logo design. I also considered how they products would be used. Being that this company is computer based, I felt that a keyboard sized memo pad with optional weekly columns would be useful. I think the final product reflects a professionalism that many would invest in.