AssetLeader

This was a fictitious exercise that consisted of the following briefing:

Design a logo for the fictitious company ASSETLEADER using some of the principles of Gestalt.

We are a newly established company in the FINTECH field that connects banking entities with assets committed to investors seeking opportunities. We want a clean and sophisticated logo. Other adjectives: luxurious, reliable… more geometric than organic.

In this work, I used negative space to represent the “T” and the “L” as the link between the two concepts of the name. Additionally, I simulated Japanese candlesticks, something inherently related to digital asset management, and used black and white tones, and a bright light blue color to represent that technological touch.