Southwest Strategic Marketing or SWSM, serves financial institution industry clients from all over the nation. The company provides strategic business and marketing plans, content for websites, landing pages and email campaigns, and e-learning courses. SWSM wanted a logo that would show how well they are able to keep "all the balls in the air" while juggling campaigns and strategy, and also wanted the colors to represent the city where the company was founded. A fabulous arizona sunset was the inspiration for the vibrant color scheme. Playful serifs on the "w" and "m" juggle, keeping everything under control.