After consultation with the client, Blue Water went to work to create a new logo and playbook design. In the process, several factors were taken into consideration. One was whether to experiment with alternative typefaces or if retaining the existing font for brand consistency was preferable.
Blue Water also explored different design routes, eventually serving up three options, including a bold, strong and structured logo style in the vein of NYSE, S&P 500, and Dow Jones, taking into consideration the target audience, namely the so-called captains of industry.
Additionally, different treatments for the traditional Indian Head were explored, as well as options to incorporate the Indian spear into the final design as a way to depict ascending profits within a graph.