Mortgage Company Logo

Hi. My name is Drew and I am doing a branding and development project for a local Mortgage company. The company name is First Home Equity Loans. He asked for a new logo to be "upstanding, professional, and to look bigger than the company really is". He is a former Marine and carries himself and his business in a very upstanding and patriotic demeanor. I developed two different ideas for the logo and he chose from the two. I would like some feedback on both of them as the one he chose will need to be more fully developed and the one he did not choose I would like to possibly use in the future. The customer was happy with the file called "fhe logo approved.pdf" and I would like to finalize that one. The other file "fhe house tab sample.pdf" is the file I would like to possibly re-use in the future. Again I would appreciate any feedback or critique. I will try to be responsive with any requests. Please keep in mind this is one of my first projects and I would like to make this a portfolio piece. Thanks.

Oh and by the way I would like some feedback on the perception of the geometric icon in the approved logo. Is it recognizable? does it read as houses connected or not?

AttachmentSize
fhe logo approved.pdf551.64 KB
fhe house tab sample.pdf350.12 KB
Unified's picture

approved version - i would suggest removing the color in the "door" of each house. i like 3d feel the roofs give off. i can see this working in bw very nicely. type selection, i would revisit this. also, the mark and words feel unbalanced to me.

sample - seems really busy. i'd suggest you start in black white first then move to color.

litera's picture

Approved version is the one to refine yes. And please don't use Trajan for it because it doesn't work well with this kind of a logo.

Vivital Creative's picture

Thanks for your comments. My apologies for taking so long to respond. Here is what I have come up with after taking your comments into consideration. I still feel the typeface choice may need to be addressed further. The customer likes the readability of this new typeface but misses the "flair" of the first option. Suggestions?

Luma Vine's picture

One major issue here is hirearchy. All the text is the same size and weight. You have the opportunity to emphasize certain words to guide the eye toward more important parts first. Then consider a left alignment, the center align is not doing any favors to your composition. Hope that helps!

Trevor Baum's picture

The mark is very nice, but the type needs work. Why not use a left alignment and put it all on one line, or space it like:

First Home
Equity Loans

Also, take another look at the kerning. Look at the space between the letters in "Ho" and "me," and "Eq" and "uity."

Vivital Creative's picture

Alright, I have made some more adjustments and have a few different versions based on your advice

Luma Vine's picture

Correct me if I am wrong, but I thought that "home equity loans" is one idea or term. If so, it would make the most sense to have FIRST be larger on the top line, and the rest smaller on the bottom line. The way you are breaking the text now, it reads as FIRST HOME, which might be only for people buying their first home or something - and EQUITY LOANS which I am not sure is the proper term in the business. Hope that helps.

Vivital Creative's picture

lol yeah thats the huge issue i am having, you are correct. actually home equity needs to be together if anything, that's why i had it broken down into three lines. visually, three lines might be too much. I like your idea about first being solo and the rest being all together. I will work on that today

Vivital Creative's picture

lol yeah thats the huge issue i am having, you are correct. actually home equity needs to be together if anything, that's why i had it broken down into three lines. visually, three lines might be too much. I like your idea about first being solo and the rest being all together. I will work on that today

Vivital Creative's picture

is option #2 of the last five posted in a good direction?

JuliusFernie's picture

Try FIRST up large, with 'home equity loans' running underneath it, forming a nested block.

otherwise it's a great logo mark, i think i prefer the one without doors.
look forward to seeing the progression!

Vivital Creative's picture

latest version

litera's picture

If you ask me I kinda like the three lined version best. As you say words are correctly coupled in it as well.

The last logo version would make sense if the company would be called /FIRST/.
/Home equity loans/ are secondary and only indicate what company's business is about.

Unified's picture

definitely like the latest version on the mark. increased the roofs size, right? makes that center more prominent and attractive. agree with @litera business name.

Vivital Creative's picture

>Litera, I was leaning toward the three lined version as well. But it does make sense to pronounce it as "First" home equity loans, with the emphasis on First. Home equity loans would be secondary as the client explained it; kinda like "First Bank". This may be a case of compromise between design and functionality.

>hola, Yeah I did increase the size of the roofs. Thanks, I agree about that working well.

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