Transparent Financial offers ethical debt settlement programs and mortgage refinancing services. In developing their brand icon we used the t and f letters to form the downward arrow in reference to debt reduction.
Knowing potential customers may be coming from a place of vulnerability and doubt, the lowercase, serif typography was selected to communicate approachability and professionalism.
We're honored to have had the logo selected for a 2010 American Graphic Design Award in the identity category by Graphic Design USA.