I am developing a CI programme for an asset management consultancy, who are young, smart and aggressive (in a good way) guys. Their clients are somewhat elderly CEOs and CFOs of major banks and investment fonds - and this is where the challenge lies. I want to achieve some kind of traditional and yet "contemporary" look. The whole branding should push the personal and intimate (in a good way) side, while the team itself pushes the technical side.
I am bit stuck with the choice of the typefaces, though I think the Hermes/Absara tandem could work. Here is the letter in not-so-modern color scheme:
Here is the same letter with lively colors:
And here is the "face and type" I was working with all the way down to this point before trying to adopt "early 20 century kind of thing":
I am looking at all this way too long now and need a punch (in a good way).
Thanks for all the comments.