Brand Development
While creating the full logo for the brand, I arrived at the concept of combining the essence of the name "Forefront" which means to be leading the pack, and the purpose of the company itself, real estate appraising. The final result was a shape that resembled an arrow while adding a chimney on top made it also be understood as a house. By having the "F" of the company name be placed in the middle of the mark, it enabled for some unique variations later on.
Color Variations for Appraisers
While meeting with the two appraisers currently hired for the company, one thing that stood out to me was how the two couldn't agree upon a singular color to use for the brand that they felt they could both identify with. While devising a solution to this, I was able to arrive at a unique solution that allows each appraiser within the company to have their own distinct color associated with them. This also allows for expansion later on if more are hired on.
Pattern Play + Tagline
A pattern was created with the company's mark that while a simplified version of the logo that focused on the arrow aspects allowed for a play on the company's tagline "Leading the Way with You"
Business Cards
To create a distinct business card, especially compared to other appraisal companies in the area, a square business card layout was agreed upon. This shape language also allowed for a good pairing with the mark's relatively square shape. Minimal information was included on the cards to keep them simple while a QR would take patrons to the company's website.
