Coemption - Meaning, Company Identity, Research and Initial Ideas

Coemption - The act of buying the whole quantity of any commodity

Who is the company? Finance and Investment Banking
What do they do? Raising Capital and Security Underwriting. Like most investment banks, Coemption would be the middleman between a company that wants to issue new securities and the public clientele. They will advise buyers and sellers on business valuations, negotiations, pricing, transactions and all other aspects of financial investments.
Who is the target audience? Companies/Businesses and the general public interested in investing in them. I want Coemption to be a professional and trustworthy high-end investment bank, the kind of 'Wall Street' level.
Where will the logo appear? Website, Buildings, Documents, Business Cards, ID Cards and other forms of corporate paperwork.

Some well know high-end investment banks are JP Morgan Chase & Co., Goldman Sachs, Morgan Stanley, The Blackstone Group, Evercore Partners, Center View Partners and etc.

What seems to be a recurring theme within these logo typefaces is serifs. Serifs provide a quite professional and sophisticated tone. In an attempt to create the same sort of 'Wall Street' intonation, I thought using a typeface with serifs would be most appropriate. I typed up my word in all 6 typefaces we were given to start with (See.Fig1.), and was most attracted to using Bodoni, because of it's quite gentle features. The contrast between the thick and thin strokes made the type seem reliable, whilst the serifs also maintained a professional and proficient feel.

Fig.1

I explored my word in the Bodoni font in a variation of upper and lowercase letters. I focused on kerning and tracking techniques. I worked some designs on layout paper and some digitally. My favourite variation so far was No.3 (Fig.2) done on layout paper, as I believe that by separating 'Coemption' into two words 'Co' and 'Emption' and therefore having two capital letters within the company name, gives it a bigger sense of importance and power. Another initial idea I had that I felt was effective was in no.6 (Fig.2), the joining of the 'C' and 'o' in 'Co' visually represents the meaning of the word. It demonstrates a unity between the company and the consumer, making it seem more reliable and trustworthy. Some of the initial digital designs I liked were no.2, 4 and 5 (Fig.3), as they worked with all uppercase letters, which also demonstrates a sense of power and therefore is appropriate in communicating an elite investments company.

Fig.2

Fig.3