Erin Lowry is a writer who wanted an approachable yet serious brand to speak about personal finance and give people neutral and useful advice. She wanted a clean, gender neutral, irreverent and aware identity that could speak directly to millennials, while avoiding trends and over complicated things.
A friendly yet neutral enough balance
Using an emoji, a recognizable icon, and pairing it with a serif typeface to equilibrate the playfulness of the emoji. My main idea was to strike a balance in the black and white logo, and adding the same elements to the primary color scheme: dark blue as the classic evocative of finance and seriousness combined with a fresh mint green and mid aquamarine green as the lighter and brighter component.
