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NOVEMBER 2020
WISE & WEALTHY NEWSLETTER
(619) 994-1110 WWW.PRINCIPALSHIELD.COM
THE SECRET LIFE OF LOGOS
WHAT FEDEX, TOSTITOS, AND PRINCIPAL SHIELD FINANCIAL HAVE IN COMMON
Have you ever looked at a company logo and wondered what it means? What message is the company trying to convey? You may think it doesn’t matter in the grand scheme of things, but I believe it shows how much thought a company has put into communicating their message to their intended and desired customers. And that may, in turn, convey the experience you’re likely to have utilizing that company’s products or services. The best logos are designed to communicate their message to you somewhat subliminally, but occasionally rather overtly. Most company logos miss the mark. At best they’re cryptic and confusing, and at worst, they simply have nothing to do with anything. In other cases the logo may really hit the bullseye. I can think of two fantastic examples I’d like to share with you: 1) FedEx and 2) Tostitos. Each of these logos contains a hidden message and/or symbolism. You may have seen these logos and heard the stories behind them before, but for those who haven’t, enjoy. Let me start by warning you; once you see it, you’ll never not see it again.
to show people who are having fun and enjoying Tostitos chips and salsa. Did Tostitos get their message across? I used these two logos as inspiration for the creation of my own company logo for Principal Shield Financial , and I’m quite proud of the finished product.
When you look closely at the Principal Shield Financial logo above, you’ll see a shield separated into three distinct sections: 1) Family, 2) Money, and 3) Home. The purpose of my business is to help my clients shield and protect their principal from loss. The word “principal” is defined as “first or highest in rank, importance, or value.” For most people, their principal consists of their families, their income, their savings and retirement dollars, and their homes. Does my logo convey to you what I do for my clients? I certainly hope so. I attempted to use that same philosophy with the title and images for my brand-new book. I crafted the title “Who’s Stealing Your Retirement?” because it is something that is actively happening to people, and most don’t even know it. I constructed the subtitle “7 Cunning Thieves Who Are Trying to Ransack Your Nest Egg (And How You Can Catch ‘Em)” to convey that these thieves are very subtle, sneaky, and sly — and they do their damage right under our collective noses. And finally, the robber on the front cover was designed to reinforce the stealing of your nest egg and the robber behind bars on the back cover shows that those thieves can be caught and your retirement can be rescued. If you haven’t done so already, I encourage you to claim your free copy of my new book before supplies run out. The information contained in this book has the power to not only save your retirement, but transform it as well.
I want you to look at each logo closely for just a minute before you read my commentary and see if you can identify the hidden symbolism on your own?
When you look at the FedEx logo, you’ll see a white, right-pointing arrow made by the joining of the E and the X in FedEx. It is intended to convey that FedEx is about speed and precision. Is that the message you get?
When you look closely at the Tostitos logo, you’ll see that the two T’s in the middle look like two people. The dot on the I between the two T’s is a bowl of salsa. And above the bowl of salsa, between the two people’s outstretched arms, is a yellow tortilla chip. It is meant
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After a giant Thanksgiving meal, it can be tempting to sink down onto the couch and never get up — so embrace it! This Thanksgiving, try planning a family movie night to enjoy while the turkey settles. Movie nights are about as low maintenance as family hangouts can get. According to Elle magazine, actress Angelina Jolie credits family flick marathons for helping her survive quarantine with six kids at home. Her secrets to success are comfortable clothes like pajamas and robes, along with plenty of movie snacks. This Thanksgiving, plan your marathon around these holiday-themed films. 1. ‘Free Birds’ — This hilarious 2013 animated film stars Owen Wilson and Woody Harrelson as turkeys who have escaped the Thanksgiving table. Together, they go on a mission back in time to break up the first Thanksgiving and get turkey off the menu for good. BORED ON THANKSGIVING? PLAN A MOVIE MARATHON! 5 THANKSGIVING FLICKS FOR THE WHOLE FAMILY
WHAT’S THE BIGDEAL ABOUT BIRKIN BAGS? A Close Look at Hollywood’s Favorite Purse
This summer, Cardi B made headlines when she gave Megan Thee Stallion an extravagant gift: a custom Birkin bag. If you follow celebrity culture, you’ve probably heard about Birkin bags before. They’ve been hot among the Hollywood elite for years, spawning thousands of magazine articles and Instagram posts. Kim Kardashian, Lady Gaga, and Victoria Beckham have all been spotted carrying them. But what exactly is it that makes a Birkin bag so special? It’s just a purse, right? Maybe not. On the surface, there’s nothing stunning about a Birkin bag. The Hermès bags have two handles, classic lines, and tiny feet on the bottom. Usually, Birkin bags come with gold hardware, a raincoat (not for the human — for the purse), and a miniature lock and key to keep the owner’s valuables secure. You can find them in every imaginable color, from bright red to turquoise blue. What stands out the most about a Birkin is the price tag: The handbags start at $12,000 and have sold at auction for over $200,000. Part of the allure is the materials: crocodile skin, gold, and diamonds. Another factor is the limited supply. According to Forbes, in 2015, some Birkin bag waiting lists stretched up to six years long. When something is rare and mind-blowingly expensive, it acquires a certain cachet. Combine this prestige with a timeless look, and it’s no wonder the popularity of Birkin bags has endured. Last but not least, one must consider the power of the Hermès brand. Hermès was founded in Paris in 1837. Originally, its workers made saddles, bridles, and other riding gear for the European nobility. Then, the company expanded its wares to bags for carrying saddles and eventually clothing, travel bags, and perfumes. This long pedigree has made Hermès one of the most trusted luxury brands in the world. Even today, top-shelf items like Birkin bags are made entirely by hand, using a 200-year-old French stitching technique. On top of being hand-sewn, they’re hand-polished and hand-painted. These techniques make each bag an art piece. Considering all this, there’s no question as to why Cardi B settled on a custom Birkin bag as the best gift for Megan Thee Stallion to celebrate their single, “WAP,” hitting No. 1 on the Billboard Hot 100.
2. ‘A Charlie Brown Thanksgiving’ — This old-school television special from 1973 is a Thanksgiving classic. In it, Charlie Brown and Snoopy navigate football, an ever-growing Thanksgiving guest list, and a backyard feast of junk food. 3. ‘Garfield’s Thanksgiving’ — Everyone loves Garfield, and this 1989 television special starring Jon, Odie,
and the fat cat himself is another Thanksgiving mainstay. The vet puts Garfield on a diet at the worst possible time: right before Thanksgiving.
4 . ‘An Old-Fashioned Thanksgiving’ — This 2008 period drama is based on a short story by Louisa May Alcott and tells the tale of an estranged family who find themselves back together just in time for the holidays. It’s historical, heartwarming, and fit for all ages. 5. ‘A Family Thanksgiving’ — This Hallmark comedy is a funny combination of “A Christmas Carol” and “17 Again.” A high-powered lawyer is transported to an alternate universe and gets a look at what her holiday life could have been like if she’d made different choices.
With these five films on your watch list, you won’t need any other Thanksgiving entertainment!
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GET A SALON-QUALITY MANICURE AT HOME Celebrity Tips for Beautiful DIY Nails
During this year of pandemic chaos, we’ve all limited our trips outside of the house. Odds are that in the last few months, you’ve skipped at least one visit to the hair stylist, spa, or nail salon — and you’re probably noticing the difference! If your nails look worse for wear, it’s time to take action before the holidays. To get salon-quality nails at home (or pamper your partner with an in- home spa day), use these tips and tricks to take a simple coat of polish to the next level. Shape your nails like a pro. One thing that people often forget when doing their own nails is to shape them with clippers and a file. This is one of the most important parts of a
manicure because nail shapes go in and out of style. According to Cosmopolitan, the “coffin” nail is trending
right now thanks to celebrities like Kylie Jenner, Khloé Kardashian, and Ariel Winter. This shape is ideal for long nails and features tapered sides and a straight edge across the top. For a lower maintenance nail, try the “squoval,” a square-oval hybrid with a gently curved tip. Pay attention to your cuticles. Your cuticle is the thin layer of skin along the bottom edge of your fingernail, and it can get in the way of a professionally manicured look. To prepare your “canvas” for polish, use a cuticle remover liquid like Butter London ($18 on Amazon and recommended by Byrdie) and/or cuticle clippers to push back your cuticles and remove dead skin. Use the 3-layer approach. There are three layers to a beautiful manicure: the primer or base coat, the polish, and the top coat. According to celebrity manicurist April Foreman, the nail genius behind Charlize Theron and Natalie Portman’s paint jobs, a good primer is the foundation of a perfect manicure. The primer can be clear or nude and goes on before the colored polish to even out imperfections. After both the primer and polish layers dry, add a clear topcoat for a varnished look.
With these tips in your back pocket, you’ll have no problem taking your manicure into your own hands (pun intended)!
TURKEY AND OATMEAL DOG TREATS
TAKE A BREAK
Inspired by DogTipper.com
Ingredients
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1 cup turkey or chicken broth 1 1/2 cups shredded turkey
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1 3/4 cups whole-wheat flour 2 1/2 cups quick-cooking oats
1 tsp baking powder
Directions
a lightly floured surface, turn out the dough and knead it. 5. Roll out the dough and cut it into fun shapes, like bones, leaves, or turkeys. 6. Place on a cookie sheet and bake for 25 minutes or until golden brown. 7. Let cool, then your dog can indulge in the flavors of the season!
1. Preheat oven to 350 F. 2. In a large bowl, mix flour, oats, and baking powder and set aside. 3. In a blender, add broth and turkey and pulse until it’s the consistency of baby food. 4. Add the meat mixture to the dry ingredients and mix it well. Then, on
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PRST STD US POSTAGE PAID BOISE, ID PERMIT 411
10435 Cadwell Rd Santee, CA 92071
INSIDE 1
What FedEx, Tostitos, and Principal Shield Financial Have in Common What’s the Big Deal About Birkin Bags? 5 Thanksgiving Movies for the Whole Family
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How to Get a Salon-Quality Manicure at Home Leftover Turkey Dog Treats
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Black Friday: COVID-19 Edition
BLACK FRIDAY: COVID-19 EDITION How to Turn the Shopping Holiday Into a Stay-at-Home Family Event
A string of retail stores, including JCPenney, Bed Bath & Beyond, Walmart, Target, Kohl’s, and Dick’s Sporting Goods, have declared they won’t be open for the traditional Thanksgiving and/or Black Friday shopping this year. But that doesn’t mean the annual shopping holiday is canceled! If you’re an avid Black Friday shopper, you can keep the tradition going and involve the whole family by using the day to shop online. Here are a few tips to get everyone involved in the fun and turn the holiday into an overnight party. Divide and conquer. Does your whole family love shopping? If they do, it’s time to break out the laptops, cellphones, and tablets. Take the list of items you’re hoping to snag and divide them up so that each person has things to browse for. Then choose a start time — midnight is always good — and let everyone loose to bargain hunt. While you’re shopping, remember to use store apps, websites like RetailMeNot and Groupon, money-saving browser extensions like Honey, and price-comparison apps like Flipp to score the best deals. Refuel with caffeine. No all-night shopping spree is complete without a coffee run. To keep your family fueled, make sure to stock up on your favorite coffee in advance and set a time for a coffee break. It’s not quite the same as taking a break at the mall’s Starbucks, but it will help you power through the night. For an
extra bit of fun, you can even try to recreate your favorite Starbucks drinks at home. ChowHound.com is a great resource for DIY recipes and has hacks for the caramel frappuccino, pumpkin spice latte, and more.
Celebrate with a big breakfast. When you’ve finally dropped the last item into your virtual cart, it’s time to celebrate! Depending on how long your spree took, it might be 3 a.m., or you might be able to see the sunlight peeking through your blinds. Either way, you deserve to reward yourself with breakfast. Try cooking your favorite breakfast foods as a family or, if it’s late enough, order home- delivered pancakes and hashbrowns from your favorite local restaurant. Once you’re stuffed, you can crawl into bed knowing that you had a fantastic family night.
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