Our solution was a + mark that represents +Subscribe as a whole that is composed of individual + marks representing the alternative investment portfolio, all of which is organized into a single, cohesive, symmetrical icon. At a small enough scale the icon becomes a single plus, but at medium to larger scales can become the primary, multiple plus mark. This creates a unique flexibility in logo design that doesn't just achieve scalability for print and digital applications, but also creates flexibility within scalability. The simple, bold wordmark for Subscribe, which uses a modern and approachable font, compliments the lighter, open, flexible + icon to create a cohesive logo mark where each element can work independently or together.