Final CleverCX brand concept. Small changes made after, but the feeling and final energy are present.
When a Fin-tech startup wants a brand that balances their Tech and Finance roots…
The up-and-to-the-right ‘c’ mark is both a symbol of the momentum they hope to generate, but also a nod to their past (previously named “onTrajectory” and their symbol was a chevron up-and-to-the-right). It’s a simple, organic mark that remains warm to the consumer, but clean enough for the professional world.
CleverCX creates tools that enhance the financial planning process for both B2B and B2C applications. Given their broad appeal, they wanted a brand that could speak to both audiences, while maintaining a professional edge without becoming too stiff. They wanted their logo adaptable to their product away.
Behind the Process
It’s never as simple as a logo… Creating the visual identity for CleverCX was a multi-stage process. It started with a brand-investigation session where we talked about who they were, who they wanted to become, who was their specific demographic they were targeting, and more. This lead to giving some stylescape options that help nail down the correct feeling. This allows us to move through the process faster, then creating the final concept. From there, it was a few rounds of refinement to end up with a brand that the customer is thrilled with and meets their needs.
