The Fidus design brief was particularly interesting in that the team at the wealth management firm were clear about how they differentiate themselves within their sector of operation. Communicating these values and approaches, these distinctions, called for an exciting scenario in which the verbal played as pivotal a role as the visual. The key lies in the letter F, which is treated as a made-up currency symbol with the simple breaking of the horizontal F bar into two thinner ones, and made to stand for Fidus no matter what word, phrase or sentence it falls in. A straightforward typographic element becomes the focal point of a communication design scheme capable of efficiently delivering the variety of messages needed. Effective in its simplicity, this graphic device continuously fulfills two simultaneous roles: the token of a corporate mark, and the driver of a corporate message.