At Beratung Advisors, we live by a simple rule: Always Be Branding (ABB).
If you’ve ever met one of our team members, chances are you’ve seen our logo on their shirt, their bag, their coffee cup—even on the lining of a suit. It’s on our office furniture, our client gifts, and even our cufflinks. Some might call it over the top, but to us, it’s a symbol of something much bigger than just a company name.
Our logo isn’t just about branding—it’s a constant reminder of who we are, what we do, and why we do it.
What’s in a Name? Beratung Means More.
The name Beratung wasn’t chosen at random. In fact, it took a lot of thought, debate, and even a little laughter before we landed on it.
When we founded Beratung Advisors, we knew we weren’t just building another investment management firm. We weren’t just here to manage assets—we were here to bring financial planning to every client, providing the guidance they need to make informed financial decisions.
We worked with a consultant who suggested we look at foreign languages—Italian, Latin, Greek—searching for a word that captured what we stood for. After striking out, they came back with a German word: Beratung.
Beratung means Advice, Guidance, and Counsel.
At first, we were hesitant. German words are usually long, hard to pronounce, and sound like you’re angry when you say them. But Beratung? It was simple. It was powerful. It was exactly what we do.
So, we embraced it—with a Yinzer accent, of course.
The Lighthouse: A Symbol of Financial Planning
Once we had the name, we needed a symbol. Something that embodied what we do for our clients.
From the start, nautical imagery resonated with us. Financial planning is like navigating uncharted waters. Most people are like ships at sea, drifting, making financial decisions without truly knowing what lies ahead. They think they’re heading toward a safe harbor, but beneath the surface, unseen obstacles threaten to throw them off course.
Too often, people only realize the dangers when it’s too late—when they hit a snag, when the water suddenly gets too shallow, when they need help to get back on track.
That’s where we come in.
A lighthouse guides ships to safety—just as a financial plan guides people to their financial goals.
But if you look closely at our logo, you’ll notice something unique: Beratung isn’t the lighthouse itself. We’re the beam of light.
What That Means for Our Clients
The Lighthouse = Your Financial Plan. It’s built on your goals, values, and vision—not ours.
The Beam of Light = Beratung. We don’t own the lighthouse, but we help you see the path forward.
The Ship = You. You’re in control, but with the right guidance, you can navigate toward your goals with clarity and confidence.
For some, that safe harbor might be retirement. For others, it’s buying a beach house, sending their kids to college, or leaving a legacy for the next generation. Whatever the goal, Beratung Advisors is here to provide the advice, guidance, and counsel to get you there.
A Deeper Meaning: The Cross in Our Logo
If you look even closer, you’ll find something else embedded in our logo: a cross.
This isn’t just a design choice—it’s intentional.
Beratung Advisors was founded on Christian values. That doesn’t mean you have to be Christian to work here. It doesn’t mean you have to be Christian to be our client.
But it does mean that our core values are rooted in faith.
It means we believe in integrity, stewardship, servant leadership, and doing what’s right—even when it’s hard. It means our decisions aren’t just driven by business strategy—they’re guided by a higher purpose.
The Colors: A Nod to Home
While our name and logo are deeply meaningful, our colors—blue and gold—were chosen for a much simpler reason.
I love Pitt.
That’s it. No deep symbolism, no hidden message—just a love for the University of Pittsburgh and the color combination that looks best on everything from office furniture to polo shirts.
Sometimes, the best branding decisions are the easiest ones.
Why We Wear the Logo Everywhere
At Beratung Advisors, the lighthouse is more than just a design—it’s a mission.
Every time we see it, we’re reminded of why we’re here: to provide financial planning that educates and empowers our clients to make informed decisions and pursue their goals.
That’s why we wear it with pride. That’s why it’s on our suits, our watches, our walls, and our desks. That’s why we say, “Always Be Branding.”
Because our logo isn’t just a mark—it’s a message.
And we live it every day.
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