Rethinking Our Look, Maintaining Our Values
Rethinking Our Look, Maintaining Our Values
The New Look
Before:
One Circle with an Inner Glow...
Symbolizing wholeness and completeness, DS provides a full range of financial services for the small business owner.
After:
5 Circles Representing Fruitful growth...
The wholeness is not just a part of who DS is, but is what we strive to produce in all our clients, just as a tree, well-cared for, produces healthy & whole fruit.
What Does It Mean?
From the "Lady of Balance & Fairness" to "Sister Nature"
When we began DS 18 years ago, we wanted to emphasize nurturing and growth in alignment with fairness and our legal responsibility. Accounting and finance can often be about the hard numbers. It can be cold and lack connection. Not so with the nurturing image of the lady of balance and fairness. She emphasized the connection and growth that happens when people come together to build something worth having.
Now, the concept of "Sister Nature" captures the idea of connection and nurturing, and does so in a way that is even more tied to our values than before. The fact that both humankind and sister nature are subject to the laws of God points to a higher standard of fairness & law than scales. We considered that this greater level of nurturing and ethical integrity was more fitting for the way we aspire to lead our business and serve our clients.
From Orange and Blue...
Orange is the color of vibrancy, warmth, and creativity. DS has always been about community and family, enthusiastic to celebrate life and our clients' success; creative in problem-solving and brainstorming with clients ideas that will bring their business success. Blue is true, loyal, committed, trusted. We’ve always worked to secure our clients' trust and loyalty. Their goals are our goals, and we work to provide them trusted counsel, through the good times, the tough times and every stage in between.
...To Orange and Green
We have expanded the diversity of that vibrant, warm and creative orange, and we added shades of green to symbolize progress and the growth-focused direction we seek to inspire as a company.
The blue is gone, but not the values it represented. Our loyalty, commitment, and trust don't exist as entities separate from our clients, but as integrated components of everything we do. In the Bible, the Book of Matthew says that you will know the tree by its fruit, and in the same way you will know our commitment by the success of our clients.
