Geoff Gerber slowly rose to his feet while talking about his logo. "I see strength, solidarity, trustworthiness, conservatism, oak paneled walls, 'Riding to the Hounds,' plaid pants, Brooks Brothers, Doris Day, everything snuggly about the '50's."

Fitting Group responded, "Let's change it."

Geoff looked like he had been struck in the head with a mallet.

Geoff always kept up with change, the hedge fund factor, global markets, etc. He just loved his logo. We asked, "What's the one thing that makes TWIN Capital special?"

"Well, we stand by the numbers, but we put our own little move on them," Geoff responded.

"That little move," we said, "demands a new logo." Geoff looked as if he'd taken a left hook to the mid-section.

A week later, we were ready. The new TWIN Capital logo captured everything - conservative yet contemporary, with that all-important little move that kept Geoff's clientele deliriously happy. Though he loved the new mark, Geoff couldn't help but shed a tear for his beloved old friend of 35 years.

And so the group, every last one of us, hugged Geoff. And as he entered the elevator, he turned and waved farewell to his new friends. We waved back, and said we would bill him in the morning.