The goal was clear; to develop a fresh, modern feeling brand that still felt consistent with a very conservative real estate investment industry. The client also wanted to be careful to stay away from overly illustrated feeling depictions of a raven. So, for this first round we stuck with more abstract and type-based solutions.

The client saw two directions for the brand that he really liked, and despite his concern about being too on-the-nose with the raven in the icon, one of the two options went very much in that direction. So, we took those two options and explored many variations for color and other details.

For Round C we had largely settled on a color palette and type setting, but wanted to explore variations of the raven icon more broadly. After a lot of exploration and iteration, we settled on an abstract and minimalist approach that reflected the shapes in the wordmark. The client agreed, we had a final logo!

For the final brand delivery, we included the usual logo variations, type choices and color palette, but also explored how the brand would live on everything from business cards to the investor prospectus. We love seeing a brand really come to life!