Michigan Pension Logo
Michigan Pension & Financial teamed up with GSM when they were ready to redesign their logo as the first step of bringing their brand into a contemporary, institutional visual space.
Dan Bolda, owner and founder of Michigan Pension, felt that it was important to capture the feelings of security and decisive expertise that are key to Michigan Pension’s business style in the present day. He also shared with GSM his passion for chess and his appreciation of the metaphor chess strategy can offer when describing the tactical, discerning choices made by skilled retirement and financial professionals.
With all of that in mind, it was easy to resolve to the slick, iconic rook-and-shield logo design MP&F uses today.