The name belongs to the firm's founder — but its tagline led somewhere older. "It's character that makes the difference" led to a deeper reference: the Song of Roland, the medieval epic of the same name, and the horn its hero sounded even as it cost him everything. The identity draws from that single object, translated rather than illustrated.

Paper stock and letterhead.

Why the horn, not a sword or a knight: The legend gives you a few options, and most of them read as costume the second you draw them literally. A knight is a mascot. A sword is a weapon logo, overused in finance and defense branding alike. The horn is the one object in the story that's also a sound — something sent outward, deliberately, at personal cost. That's closer to what a strategy firm actually does: says the hard thing, on the record, when it counts.

Business card, front and reverse.

The main logo is intentionally simple and direct, using uppercase lettering to create a sense of authority and confidence. Green carries that same authority forward — long associated with wisdom, judgment, and steadiness of mind, it reinforces a firm built on conviction rather than noise.