The challenge given to us was to create a unique and memorable identity that could reflect the meaning and purpose of the venture. City means ‘financial industry’ in the UK. Falcon is the fastest bird and is also a sign of courage & speed. City Falcon aspires to address pain points in technology, trading and other costs, information, etc. for investors and traders. It’s timely, relevant and focuses on detail, which provides tools to investors and traders to increase their profits and/or reduce their trading and other costs.