The logo design for this training program incorporates an abstraction of basic building blocks, representing building the skills of financial coaching. Those building blocks ascend taller, one after another, to depict the growth it takes to serve the clients, both professional and personal. Three blocks house the acronym for the certification’s name simultaneously representing the three modules of training that comprise the program.
The use of the colors green and blue on the ends represent the primary colors of Sage Financial Solutions and AFCPE, the partnering programs that deliver this program. The green also represents wisdom and finances while the blues represents confidence and authority. They are joined in the middle by orange, representing creativity and new energy.
A slab serif typeface was chosen to convey confidence and stability while also continuing with idea of building the skills as it is very geometric, utilizing the basic shapes. A modernized design of slab serif was chosen to speak to the fresh thought and modern approach the program and partnership aims to take towards old issues. A humanist sans serif complements the primary typeface in body text to show the human emotion and behaviors involved in financial coaching. A relatively nuetral sans serif was chosen to reresent transparency.