Avery Funding
Logo • Asset Guide • Brand Applications
For Avery Funding (www.Averyfunding.com), a local business loan company dedicated to making financial solutions more accessible, I developed a brand identity that communicates trust, reliability, and professionalism. The project included a modern logo, promotional materials, and a brand style guide designed to reflect the company’s mission of providing fast, dependable, and stress-free access to capital. With a clean, contemporary aesthetic and dynamic visual elements, the branding establishes Avery Funding as a credible and approachable partner for businesses seeking growth.
THE CHALLENGE, PROCESS, & RESULTS
The Request
"I am looking for a modern and professional logo that represents our commitment to providing accessible financial solutions. The logo should convey a sense of trust, reliability, and dynamism while maintaining a clean and contemporary aesthetic."
Defining Softness into Stability: A Stress-Free Path to Capital
Empathy & Define
The process of securing capital is the single biggest source of anxiety for small business owners. This stress is amplified by the visual identity of traditional financial institutions, which rely on hard, geometric logos and sharp, cold aesthetics. The design challenge was to actively trade this corporate rigidity for approachability and dynamic growth. I needed to empathize with the client's desire for a quick, stress-free path to capital, designing a system that felt reliable but genuinely supportive.
The Visual Trap to Avoid: Rigidity & Anxiety
The Visual Solution: Stability & Flow
Ideate: Designing Modern Harmony
The strategic goal was to systematically negate the rigidity of traditional finance and translate the concepts of stability and speed into a clean, modern aesthetic. The visual identity was therefore structured around four core design pillars:
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Reliability: The brand must feel rock-solid and long-term.
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Approachability: The visual language must feel supportive, not intimidating.
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Dynamism: The design must convey forward motion and quick execution.
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Professionalism: The system must be scalable and trustworthy for B2B partners.
Typography:
Reliabe & Legible
Colors:
Trust & Stability
Iconography:
Distinct & Dynamic
Simplicity:
Approachable & Clear
Affinity Map: The Blueprint for Approachable Stability
This affinity map visually organizes the core identity keywords, illustrating how strategic conceptual clusters inform every design decision. It systematically resolves the central conflict: bridging the need for stress-free approachability with financial stability, establishing the strategic blueprint for Avery Funding's trustworthy, dynamic brand identity.
Mood Board: Curating Dynamic Trust & Approachability
The mood board established the visual language for the Avery Funding rebrand, deliberately challenging traditional financial aesthetics. The curation blends imagery that conveys reliable movement, clean architectural stability, and approachable, organic flow. The resulting palette introduces softer blues and greens to neutralize anxiety, ensuring the brand signals trustworthy speed rather than corporate rigidity.
Visualizing Dynamic Stability: Initial Concepts & Design Directions
Three logo concepts were developed to explore the most effective graphic path forward. Each option presents a unique solution for merging reliable financial stability with the dynamic, stress-free path to capital that Avery Funding promises.
Concept A: Dynamic growth, layered support.
Concept B: Approachability, continuous motion, speed.
Concept C: Clean, forward momentum, professional simplicity.
The Final Logo: Stability with Dynamic Flow
The client ultimately selected Concept Two because it instantly achieved the balance we were aiming for: strength without the stiffness.
The final mark is designed to be modern and bold, but the simplified, dynamic shape ensures it never feels overly complicated or intimidating. This clean structure pairs perfectly with the powerful, uncomplicated sans-serif font.
Strategic Design Elements:
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The Icon: The abstract 'A' is constructed with a simplified, flowing form that suggests forward momentum and quick execution, symbolizing a stress-free path to capital. The upward curve conveys reliability and energy without using hard, anxiety-inducing geometry.
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Color & Tone: The powerful, professional blue palette maintains a clean, trustworthy feel while utilizing a subtle gradient to introduce dynamic movement and energy.
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Utility: The clean, two-part structure is inherently versatile. Whether used on a business card or a digital ad, it holds up, resonating with a modern audience that values simplicity and impact.
The result is a logo that works hard, projecting strength and energy, and telling clients they are fast-moving and reliable.
Brand Asset Guide: Enforcing Stability and Consistency
The Brand Asset Guide was created to protect and enforce Avery Funding's core values across every application. It establishes strict rules for the primary, secondary, and tertiary marks, ensuring the brand always signals stability and dynamic growth, never corporate rigidity. The guide meticulously details the Royal Blue-centric color palette, typography hierarchy, clear space parameters, and, crucially, provides Incorrect Usage examples. This ensures every touchpoint reinforces the brand promise: a stress-free, reliable, and modern path to capital.
Brand Applications: Projecting Modern Professionalism
A strong financial brand must seamlessly integrate its identity across every professional touchpoint to build client confidence. These applications demonstrate how Avery Funding's logo translates into tangible assets, reinforcing reliability and dynamic growth—from the professionalism of employee apparel to the essential credibility of B2B business materials and modern digital assets.
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