I was approached by one of the founders of Fundient to design a logo and brand guidelines for the new commercial lending company. This company was to be a leader in commercial lending in the digital space and the client wanted the logo and brand to reflect technology, innovation, and "moving forward".
I started with some sketches based on my conversations with the client. They already had a strong idea of what they were looking for. A modern and responsive logo that focused on an "F" emblem that could be easily recognizable.
The client chose three sketches that they like. I refined and presented the logos.
With the client's blessing we finalized the logo and moved forward with brand guidelines
The logo is responsive and has many variations to appear clearly on any screen with a bright blue color palette to invoke feelings of trust and security.
The client also needed the logo to be adaptable for subsidiaries that specialized in cash flow and capital investment lending.
I worked with the client to produce these brand guidelines to give clear definitions for how the logos, colors, and typography should be used when presenting the Fundient brand.
I continue to work with Fundient and its subsidiaries to advise and produce branded assets as the company grows and evolves its portfolio.