About our logos...
We have often been asked for an explanation of the
significance of out firm logo and the red flashes (known as 'the sentinels') used as a
motif in our Boardroom.
The following is a short explanation of the symbolism underlying each
feature the logo and the sentinels.
The Logo
The firm logo depicted on the left was developed in March 1988 with the adoption of the
firm name of 'Chotais'. It consists of a stylised triangular 'C' overlaid with a set of
graduated bars that form a square with rounded corners. In its proper form the 'C' and the
spacing between the graduated bars is transparent (i.e. the same colour as the background
material) and the bars themselves are in gold. As a variation, the 'C' and the spacing
between the bars may be in black or grey, or alternatively, the graduated bars may be in
black or grey. The firm's policy has always been to act boldly for its clients but with
care and consideration. This is summed up well by 'Fortiter in re, Suaviter in modo'
('Resolute in action, gentle in manner'). It is quite obvious that the stylised 'C'
represents the initial letter of the firm name. What is not obvious is that the other main
features of the logo combine to represent the firm's professional philosophy - one might
call it a pictorial 'mission statement'.
The triangle represents the performance trinity made up of:
Excellence represented by the apex of the triangle and
founded upon
Care and Knowledge represented by the other two vertices.
The break in the triangle signifies flexibility and adaptability, a degree of
responsiveness greater than that found in a rigid structure. The triangle as a whole is
not unlike one half of the Scales of Justice and as such represents the desire to be a
balancing force for the client.
The graduated bars signify a sense of proportion and judgement. The gold colour in the
logo's proper representation signifies the continuous concern of the profession with money
and wealth. The rounded corners denote experience ( - because they appear 'worn with age'!
).
The 'Sentinels'
The sentinels, red in colour, worked into the decor of the Boardroom were adopted in
January 1993 when we moved into the premises at 41 Sherwood Road, Toowong.
We have dubbed the two sentinels 'fidelis et vigilantis' ( 'loyalty and vigilance').
They symbolise the style of advice that the firm strives to provide. The motif is
fashioned to suit a 'consiliarius regia' ('an advisor to royalty'). In our
situation, 'royalty' simply means important people - the clients!
With reference to the shape, the right angle at the base of each sentinel is 'true' and
denotes the truth and veracity of the advice. The alignment of the 'pointers' at the top
of each sentinel draw attention to one point of focus.
This signifies that we try to deliver our advice clearly and in an unambiguous manner.
The colour denotes the vigor with which we strive to deliver our advice.
