When Rick Hill and I founded Hill Investment Group in 2005, we knew we wanted to do something very different from anything you’d find in the traditional financial services landscape. As we set about converting our ideals into reality, we referred to our culture as an island of idealism, rising above the status quo.

Knowing little about branding, we surveyed several St. Louis influencers to help us find a firm to create our logo and tagline. Rick also had one request: He was hoping the firm could include his name.

In the winter of 2005, we selected TOKY Branding + Design to help us with this challenge; we are still their clients to this day.

In hindsight, the rest may seem like a no-brainer. Because they all work so well together, it’s easy to assume that our firm name Hill Investment Group; our hill-shaped logo, our Take the Long View® tagline; and the professional, polished line drawings that now characterize our graphic presentations came together practically overnight.

You’d be mistaken. And we’d be doing a disservice to the visionary souls who have put in countless hours and creative capital helping us shape and refine our now “obvious” brand.

Usually these marketing types labor on unsung behind the scenes, so we thought you might enjoy meeting one of the incredibly talented teams behind our branding: TOKY Branding + Design.

We love how Eric Thoelke and his TOKY team took Rick’s name and helped us connect it with our greater ideals, guiding us on how to meld our identity with our desire to coach people on how to take a higher perspective with their wealth. In his own words, here are Eric’s thoughts about our collaboration (and, yes, Eric’s last name is pronounced the same as his firm’s simpler spelling of the same: toe-kee):

“Back in 2005, I got to spend a couple of leisurely lunches with Rick and Matt, talking about their nascent business, and how their investment philosophy and deeply personal service would set them apart. It was immediately obvious these were true differences, not just distinctions in style. Our goal was finding a way to articulate those differences by integrating the firm’s name, logo and positioning.

The best brands encircle a target audience with messages that are meaningful and distinctive. It’s like pointing all the engines on a rocket in the same direction; alignment creates the greatest thrust. In working with Hill Investment Group, I never get tired of the rush that fires up all their branding engines and targets them in the same direction.”

Who invented the index fund? Most investors would guess it was Vanguard founder John Bogle. Bogle did launch the first publicly available index fund in 1976. After being derided as “Bogle’s folly,” it went on to become today’s Vanguard 500 Index Fund, a name nearly synonymous with indexing.

So it may come as a surprise to learn that Bogle did not actually invent the index fund. That credit goes to three gentlemen who created the first institutional index funds in the early 1970s: Dimensional Fund Advisor board member John “Mac” McQuown, co-founder and Executive Chairman David Booth, and co-founder Rex Sinquefield.

In this brief video, Booth reflects on the evolution of indexing and evidence-based investing, which led to Dimensional’s own value-added approach. “The basic idea of indexing has been an overwhelming success,” says Booth, but “Dimensional built the firm on the idea that we could do better.”

Warren Buffett has now been in the business of running Berkshire Hathaway for 53 years, and counting. In his newly released 2017 letter to shareholders, he reminds us why his name has grown over those years to be nearly synonymous with sound business practice here in America and as a master communicator of the money world.

As usual, his latest letter is filled with advice worth heeding. First, as we previewed in December 2017, Buffett shared the final results of the 10-year bet he placed against hedge funds. He won so dramatically that his opponent threw in the towel last May, before the decade was even through. Reflecting on his win, Buffett wrote (emphasis ours):

The bet illuminated another important investment lesson: Though markets are generally rational, they occasionally do crazy things. Seizing the opportunities then offered does not require great intelligence, a degree in economics or a familiarity with Wall Street jargon such as alpha and beta. What investors then need instead is an ability to both disregard mob fears or enthusiasms and to focus on a few simple fundamentals. A willingness to look unimaginative for a sustained period – or even to look foolish – is also essential.

The wager was all the more telling, in that Buffett often bills himself as a person who avoids unnecessary risks. In this year’s letter, for example, he reiterated:

Our aversion to leverage has dampened our returns over the years. But Charlie and I sleep well. Both of us believe it is insane to risk what you have and need in order to obtain what you don’t need. We held this view 50 years ago when we each ran an investment partnership, funded by a few friends and relatives who trusted us. We also hold it today after a million or so ‘partners’ have joined us at Berkshire.

Exactly. This is our perspective at HIG as well. Take care of your clients above all else. Help people focus on their own goals and the financial fundamentals – regardless of what’s hot and what’s not in trending techniques. Excel at these essentials, and the rest will likely take care of itself.