We are starting a new online business in the online lending space and need a new logo.
A previous logo was designed quite some time back but it doesn't say much about the business. You can see the link here: https://dribbble.com/shots/1449117-Well-Logotype
A simple logo is fine with just the words and not out of the picture though, so please only use this as reference as what's been attempted in the past.
Some similar sites (while providing slightly different type of loans) include Nimble (http://www.nimble.com.au) - we like the simplicity of the word and the logo is stylised enough. The color palette that nimble use is friendly enough without coming across as too corporate. We probably don't want to use too saturated colors (like bright royal blues for example) - More on color later below.
and UBank (http://www.ubank.com.au) - while being a corporate (it's backed by NAB which is one of the big australian banks) they have tried to tie in a technology feel with the corporate feel.
Well home loans needs to be seen as fun and modern, yet still trustworthy and reliable as we are helping Australians to make one of the biggest decisions of their lives in getting a home loan.
Logos to stay away from are those that are too graphically intense - by that we mean an example that might depict an animal that's too "realistic" or even trees like these 2 examples:
or too corporate feeling like this one:
Other areas to stay away from:
Try to not focus on the "Home Loans" aspect too much by including a house in the logo. Most companies in mortgages or home loans go with a generic house in some different colours and try to squeeze it into their name and call it a day. We want to try to avoid that if possible.
We ran another contest previous for a corporate brand of ours (before Well Home Loans) and it really came down to the houses concept (see the designs here: https://99designs.com.au/logo-desig…tar-194017 )
HOWEVER - If you have a great idea for the logo and it does include a house of some sort, we won't discount it and are open to off the wall ideas!
Ok, so colors we put into the brief when we created the project in the color preferences, however we do also like the aquas and turquoises (spelling?) and are open to suggestions.
DON'T try to go too bright with saturated colors. Due to being completely online we are also trying to tie in the colours of the logo branding with the site that is being created and overly saturated colours don't tend to look good on all types of screes (eg iOS and android based HiDPI screens).
Of course, having said the above, we did put in "designers suggestions" so if you have a colour that you think looks absolutely awesome, don't be afraid to put the suggestion to us - after all, you're the experts here!
Also try to imagine both solid backgrounds and picture based backgrounds for the website and we will need to ensure the brand comes across nicely depending on the website design.
Futher info to come as we're compiling a pinterest board to add more design samples of what we like to hopefully add to the brief here.