When this customer of ours came up with the name "Viam" (“Way”) for its financial consulting firm, it was inspired by the famous phrase of the Carthaginian General Hannibal: “We will either find a way, or make one”. These words were uttered at the time of entering into open war with Rome. This was the concept we wanted to convey for the brand and its way of working in the market, conveying strength, attitude, perseverance and a clear direction in opening up new paths.
Paths are often indicated by arrows. Arrows can show us a goal and give us security in our choices (It’s this way!). With this in mind, we chose a lettering to transform the letters "A" and "V" from the words "Viam" and "Advisors" into arrows which, using a specific arrangement, resulted in a compelling graphic element to use in various mediums: two arrows pointing at a common point, goal and action.viam-advisors.com/