ALFMA is a group of like minded / skilled providers to solicitors. The basis of the business is that there are 10000 law firms in the market who all at some point need advice on growth and/or exit strategy. One of the main options is merger. But there is no central place where firms can go to get the expertise and this is ALFMA, a group of experts in the field.
The logo for ALFMA needed to be simple, clear and professional - I developed several concepts for the Association, and below is the chosen design, which conveys strength via a bold sans serif font. The structure of the logo suggests that successful mergers have already taken place, with ALFMA being the launchpad for that success. The rising shapes represent a bar chart and growing finances as a result of seeking the advice of the Association.