Alfano Lending Team had a unique set of challenges while developing their branding. While their new logo needed to stand on its own, it also frequently needed to be featured beside affiliate sponsors and sub-brands.

In order to maintain a consistent brand hierarchy, they commissioned a logo design, a brand guideline document, and a strategic consultation.

The final solution balances a modern, approachable identity with adaptability. The logo was designed to ensure versatility, from color variations for light and dark backgrounds, to logo lockups that allow for seamless presentation alongside partner marks.

The provided brand guidelines include rules for logo use and placement, as well as resources for typography, color standards, clear space, and more. By deciding to formally standardize their brand, Alfano Lending Team received a flexible, scalable visual identity that not only protects brand integrity, but performs well across all platforms and partnerships.