What's in a Name?

To help us develop our identity, we turned to logo artist John Langdon, the inventor of "ambigrams" -- words and phrases that read the same right side up and upside down -- who has achieved fame and notoriety for his collaborations with Da Vinci Code author Dan Brown. on the ambigrams that were central to the plot of his earlier book Angels and Demons.

In an interview on his work, John Langdon gave the rationale for the Aquarius Advisers identity: "The Age of Aquarius is an age of enlightenment and insight. People born under the sign are said to be interested in science and new ideas. That concept resonated well with the CEO’s background in technology. Aquarians are also philanthropists and are passionate about causes. This aspect appealed to his more recent interests which include cause marketing, social marketing and doing promotional work for non-profits."

Samples of his initial concepts for our identity are at left. For more information about our name, the logo, and the process we went through to create our identity, click here.