HIFON Rebrand

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we updated and redefined their brand.

HIFON is a private, independent study group for RIA Operations Professionals. For over 15 years, they’ve quietly built the premier operations community that helps their members gain access to best practices, independent advice, and peer-to-peer support you cannot find anywhere else.

a new logo.

HIFON wanted to keep their overall identity similar, but they faced problems with scalability, printability, and more.

We stepped in to help balance the logo: we adjusted the proportions so that the icon and text looked like they belong together. We thickened the lines in the design so that it scales better, and looks sturdier. We simplified the color palette, and suggested a new default font that is available for free via Google Fonts on any computer.

a new identity.

The dark gold in the logo shows an arrow pointing forward, representing HIFON’s mission to help its members get more done and move forward in their careers.

The 3 different-sized triangles represent HIFON’s commitment to help a variety of financial professionals, regardless of the size of their firm.

a new beginning.

Now, HIFON has a new logo that is more readable, usable, and meaningful to help them as they press forward in their mission to help their members succeed.