We need a logo primarily for our website at http://www.hlemortgage.com. The logo needs to stand out so consider adding shadow, gradient and lighting effects. Show depth and feel free to show your artful talents.
The website design and colors will be changed later so you don't have to duplicate the existing colors on the website. Be creative by using any colors you want. The logo will also be used on stationery and marketing materials. Therefore, elements of the logo can be altered later (i.e. remove shadow) for printed materials.
The logo should convey 3 key ideas to the borrower/customer:
1. TRUST: This is the most important idea that should resonate with the audience when they see the logo. This means making the logo clean and professional.
2. INNOVATIVE We are an innovative company like no other mortgage company; therefore we need to look innovative, stand out and not look and sound like any other mortgage companies. Our technology sets us apart from the competitors.
3. High Tech, we are almost like a high tech internet company, kind of like mint.com
This is what we DO NOT WANT:
1. The look of an established old school bank (non-innovative)
2. The same look of our competitors: ditech.com, lendingtree.com, amerisave.com, aimloan.com, quickenloans.com. They sell on the idea of having the lowest costs, which is not always true.
3. u can use house images but be creative, we are not looking for this