The Atticus Group is a consulting business that specializes in creating employee/employer benefit plans and other advanced business needs using premium-financed life insurance as a strategic financial instrument.
The company approached us in need of a logo to represent the business, as well as business cards, and a fresh-new website to establish an online presence.
The name “Atticus” comes from the Atticus Finch character in To Kill a Mockingbird, as one of the most trustworthy characters from modern literature, so the design should convey the idea of a trusted partnership. The most common quote from Atticus Finch is:
“You never really understand a person until you consider things from his point of view…”
Perspective is everything. That’s what Atticus’s quote is about. To really understand a person, we need to see things from his/her perspective. So this logo is about an “impossible perspective”.
This letter A is an impossible shape. If you were to build it in the real world, it doesn’t work. This represents how we see other people’s thoughts and ideas: it seems “crazy” and “nonsense” to us. But when we get to know them, it all makes sense.
The resulting brand represents why The Atticus Group exists: to make employers and employees reach a common goal by understanding what’s best for each one.