Symbolism at Resource Advisory Services

We have a logo sign installed in our new offices.  Much of the space’s design incorporates concepts that are important to our culture at Resource Advisory Services, as a very important indication of who we are.  Colors were taken from our graphics and heavily influenced by “Duality of the Bull and Bear,” by Chris Navarro.  The sculpture became a feature of our work environment very near the beginning of the recent bear market.  It has served us well.  We really like to see the bull attack the bear, although we know the bear plays a critical role in the ways free economies work.

Reading from the top left:

The boxes illustrate interconnected relationships.
Or, they may be viewed as growth with each larger than the last one before.  
Or, some may see growth in an arrowhead pointing to the upper right.
Or, the larger box may be net worth, holding investment assets and liabilities the small square.  
What do you see that we do not?
RESOURCE is the largest word. Its font is clearly institutional.
Our clients have resources that we help manage. 
We are a knowledgeable resource for our clients.
We have resources for research, education and streamlining tasks for clients.
Our relationships with other organizations and professionals are a resource for us and our clients.
Advisory Services are what we do.
We provide advice. 
Services implement advice.
Advisory sets atop Service because service supports advice.
The lowercase “advisory services font” implies friendly, personal relationships.


There is more to money than money.®   It is the root of evil and the sum of our blessings, at the same time.  It touches the things we can do and the things we cannot do, in many profound ways.  Our attitudes about it are heavily influenced by the amount and source of money in our heritage, going back for several generations.  We have a relationship with money that can be either healthy or unhealthy.  There are many references to money in the Bible and the writings of other religions.  Most forms of currency are inscribed with a reference to religion.  Money and the way we view it are very important concepts.  There is more to money than money.®

Duality of the Bull and Bear – For us, this is a visual symbol that distills the classic struggle between bulls and bears.  With it we can often use a simple phrase – “it is the bull and bear struggle” – to explain some aspects of money and our philosophy.  The price of almost everything we use in a free market economy comes from this constant struggle – from the beef and wheat for our food to the stocks that determine the values of massive companies.  Energy prices are determined by bulls and bears negotiating. 

This constant struggle makes it all work – sometimes not the way we want, but always moving toward the balance that it never reaches for enough time to notice that a market is in balance.  Moments later, there is new information, which changes everyone’s perceptions again.  Yes, whenever the market for a commodity or stock is falling, someone is still buying, with the belief they have a bargain.  Very soon, the bull and the bear will both know who was right – at least for a moment or two.  We believe strongly that we must help as many as we can resist temptation to chase exuberance or flee when the struggles between the bulls and bears create feelings of chaos.  It is always chaos to some degree.  Markets behave like markets because bulls and bears behave like bulls and bears. 

Our Office, where these symbols reside, is designed so virtually every place in it has at least some view through a window to the outside world.  We strive to keep our relationships with our clients and others just as open and transparent.  Those who trust us in business transactions deserve to know the things that influence our opinions and recommendations.  This is a key concept in living up to our FIDUCIARY responsibilities to our clients and others who depend on us.

Contact J. David Lewis directly with or share your thoughts on this topic below. He founded Resource Advisory Services in 1985.  National Association of Personal Financial Advisors (NAPFA) was formed only a few years before. Lewis became a NAPFA-Registered Financial Advisor in 1986.  He is a passionate advocate for fiduciary, fee-only financial planning and has been associated with financial services since childhood in a banking family. 51250

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