When companies have similar names and goals, it is important to maintain that commonality, while ensuring that each company has its own distinguishing identity. The Longbow Funds and Longbow Partners logos are based on similar ideas of excellence, success, and focused performance. To differentiate between the two, we maintained the imagery of the archery longbow and arrow, but modified the directions, layout and color schemes. The green and gold in the Longbow Funds logo are traditional colors associated with money and finance. The upwards pointing arrow captures the rising spirit of increased gains.