High Plains is a bookkeeping firm in Cheyenne Wyoming, who came to me for a logo and website. Their target audience is conservative business owners, and it was important to them to incorporate a lanceleaf cottonwood tree into the logo.
The logo I presented to them is fairly traditional. The green can obviously represent money, but also adds a pop of energy, balancing that traditional feel so that it doesn't get boring. The small caps lend a sense of respectability and professionalism. The tree appears to be almost sheltering the logo, giving it a sense of safety ("your money is safe with us").