Building meaningful brands.
Building meaningful brands.
Veridian Mortgage provides loan solutions for residential purchases and refinancing mortgages. They found themselves in a crowded marketplace and wanted to develop a distinct identity to help them stand out to potential clients and sustain growth.
The brand identity places its unique logotype at its center. Its sharp serifs offer a refined and sophisticated look, distinguishing it from its competitors. The Latin root word for “ver” means truth, and “Viridian” is a green shade, the company’s preferred color. Hence, the name “Veridian” came to be.
The letter “v” is one of the top five uncommonly used letters in the alphabet, which makes it a potent signifier. It can be separated and used as a symbol when needed. Calming and fresh colors such as emerald, teal, and aqua were chosen to help communicate ease in what could be a stressful situation when buying a home or refinancing your mortgage. The colors inspired a tranquil pattern using serene shades of green.
“I tried Fiverr, 99 designs, and two other graphic designers before I got to Eric. I had actually paid for the other companies already to make the logos and was not happy about them. I didn't want to settle... Eric is very methodical with his work and there is a reason for everything he designs. He takes the time to learn about your industry, listens to what your goals are, and really delivers. A couple of the other companies I went with was really fast at the turnaround, but they didn't get what I was going for. I was looking for a modern, sophisticated design that would differentiate me from my competitors in a crowded space. Eric totally got it.” –Katy Care