When Jim O’Shaughnessy decided to start his own firm, he was a well-known fund manager at Bear Stearns and the author of the well-known book What Works on Wall Street. Our challenge was to create a memorable identity to establish a brand new investment firm based on that well-known name, as if the firm had been there all along. Our brief was to reflect O’Shaughnessy's totally unemotional approach to investing, based completely on proprietary data tracked since the 1930s. The resulting wordmark takes advantage of the unusual name. A perfectly circular letter “O” is pierced by an arrow-like apostrophe pointing to its center. The “O Apostrophe” is also used alone, taking on the form of a symbol for precision and accuracy.