Valoro Capital is interested in providing early stage investment capital to hispanic businesses that are either: managed by latinos, making products for latinos, or crossover from hispanic to American products. I worked alongside the awesome guys at Clymb Marketing to provide brand development and logo design services. Whenever I start a branding project it is important to understand the context in which a brand will exist. This means getting to know the market and customers that this brand will seek to serve.
I started this project doing research into investment capital firms to get a sense of what is typically found in this space, and found a lot of serifed logos of older banks and investment groups. But Valoro was looking to address newer, burgeoning markets and wanted a fresher look. In addition, as with anything related to money and finances, it's important to denote trust and reliability. Fuzing trust with fresh would prove to be a challenge, however we landed on a sans-serif type that is a nice balance of both of those needs.
I started this project doing research into investment capital firms to get a sense of what is typically found in this space, and found a lot of serifed logos of older banks and investment groups. But Valoro was looking to address newer, burgeoning markets and wanted a fresher look. In addition, as with anything related to money and finances, it's important to denote trust and reliability. Fuzing trust with fresh would prove to be a challenge, however we landed on a sans-serif type that is a nice balance of both of those needs.
