Project Description

Central Coast Lending Logo Redesign

rationale
  • The proposed new logo for Central Coast Lending (CCL) is an attempt to update and modernize their existing logo. We’ve retained the spirit and essential elements of the original, but have brought it into the 21st century. However, the new logo has a timelessness of style that would work well in 1950, 1980, 2000, 2018, and, we assume, 2030.

  • The subtle gradients and textures within the CCL logo add immediate character, distinctness, and an attractive modernness. At this point in the history of design and branding, gradients and textures within logos (a relatively new common practice) is here to stay and will not hinder the timelessness of the logo. At the same time, the logo may also be used in flat or outline versions for different uses or needs.

  • The logo typography is Proxima Nova (1994, Mark Simonson), is a substantial (but not formal), timeless, dignified sans serif font, and a modern descendant of classic mid-20th century sans serif fonts like Futura and Akzidenz-Grotesk.

  • The CCL word mark is title cased and offset, accomplishing: 1) an casual, professional feel; and 2) a nod to the original CCL logo. Furthermore, the sun has been reincorporated into the word mark for reinforcement of the sun/land/sea concept, and for stylistic interest. (There are a lot of possibilities here for the CCL brand going forward; cf. Mastercard’s rebrand.)

  • We’ve opted to retain the brown hill for four main reasons: 1) it is a nod to the brown of the original CCL logo; 2) the brown works well with the updated orange; 3) a gold hill might be reminiscent of the drought which is unsavory to so many; and 4) a green hill is incoherent and generic, not related to either the past CCL logo or anything regional.

  • We’ve also opted to for a square-shaped mark as a nod to the original CCL logo, but with rounded corners, creating a softer, more casual feel.

Liberty Tours Branding business cards
Liberty Tours Branding business cards
Liberty Tours Branding business cards
Liberty Tours Branding business cards
Liberty Tours Branding business cards
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