Logo and Identity Design

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I posted the logo on Spotted back in September and it didn’t get much traction (which is fine and understandable as there wasn’t much to the story). Now we have a proper case study and a credit. The old logo was fine; it had a kind of home furniture aesthetic that, although friendly, didn’t quite convey the idea of machine-driven, mortgage finding. The new logo has a more appropriate industrial and techie look. Without the explanation of the lifted “O” it’s not entirely clear why the “O” is lifted, although it does work as a kind of inverted accent, since the “O” isn’t pronounced as the usual terminal “O” — see this spot for pronunciation. Anyway, it’s a good-looking logo that has a more serious personality and is less generic than before. The identity revolves around dots and lines moving upwards at an angle, playing on the brand idea of lifting the worries of finding a mortgage. I doubt it conveys specifically that to anyone but it definitely feels optimistic and energetic, which is more that can be said for any mortgage company. The color palette is pretty nice — neither pastel-trendy nor retina-burning-trendy. Overall, it’s a pretty solid and attractive identity.