Our tag line is: Personal Service, Institutional Quality.
The themes we'd like to communicate with our logo are: teamwork, service, trust, confidence, security, wisdom, knowledge, expertise, quality, planning, professional, serious, responsiveness, reliablility.
We could see possibly using a shield, crest, crown, or castle imagery (playing on the King name), or a combination of the above. This is definitely not required though.
Our clients tend to be older, age 50 plus. They tend to be successful, professional people nearing or in retirement.
Our current logo is just stylized typeface. See http://www.jpkingassociates.com to see what we have now and learn more about our firm.
We are located near Mount Diablo, a fairly well known and recognized landmark in our local community. This could potentially be involved, not sure though, it would need to be on the more subtle side.