Brand
Iconoclastic Capital Management is a fee-only, SEC-registered investment adviser.
But that doesn't mean we have to look like one.
Why
Our materials did not always match. A proposal looked one way. A post looked another. Small differences add up. They make a firm look like many firms, not one.
So we set one standard for every piece we make. One logo. One set of colors. Two typefaces. One voice.
We hold our advice to the same standard. We are fee-only, so we do not earn commissions. We write in plain words. A person on our team reviews each piece before it goes out.
Clear
Plain words and one idea in each sentence. You should not need a dictionary to read your plan.
Consistent
Your proposal, your review, and our posts look and sound like one firm.
Careful
Each color, typeface, and line on this page has a reason. We would rather do fewer things well.
Name
noun
A person who questions the rules that other people accept without thought.
We question old habits in financial advice. We use careful planning and research to find a better way for each client.
Norms
01
Solve Beautifully
We solve the real problem. Then we make the answer clear, simple, and good to look at.
02
Edgy, Not Offensive
We say what others will not. We stay kind and respectful while we do it.
03
Mediocrity is Death
Good enough is not enough. We check every detail until the work is right.
04
Bring Calm to Chaos
When life or markets get loud, we slow down, look at the facts, and make a plan.
05
Unreasonable Hospitality
We do more for clients than they expect. Every person should feel cared for.
Our core focus
Enjoy the ride.
Logo
The logo has two parts. The wordmark spells our full name. The mark is the letter i alone. We use the mark where space is small, such as a browser tab.
Color
Dark Teal carries our name and our words. Turquoise is the spark. Cream and Light Gray give each page room to breathe.
Dark Teal
#1C5355 · Our main color
Turquoise
#4EB8BC · The accent
Cream
#F7EEDB · The paper
Light Gray
#DAD8D2 · Quiet lines
Type
Aa
Hedvig Letters Serif
For headlines. It gives our words warmth and character. We use one weight only.
Right here with you.
Aa
Outfit
For everything else. It is clean, round, and easy to read on any screen. Regular, Medium, and Bold.
Regular
Medium
Bold
Motif
A hand-drawn arrow. It stands for momentum and progress toward a goal, so it always points up and to the right. Real life is not a straight line. The path has three forms.
Curve
Simple progress.
Loop
A setback, then progress.
Zigzag
A path with steps.
Trailblazing. Strategic. Genuine.
This is the standard we hold ourselves to. We would be glad to show you what it looks like in a plan.
Take the Fit Check →
Iconoclastic Capital Management is a registered investment adviser. Information presented is for educational purposes only and does not constitute investment, legal, or tax advice. Past performance is not indicative of future results. All investments carry risk, including the potential loss of principal. Please refer to our Form ADV Part 2A for additional information about our services, fees, and the qualifications of our advisory personnel.