The Creative Process Behind the Logo

Although we've had our new logo for about three weeks now, we just unveiled it this past week.  We've received A LOT of positive feedback, and so we want to share the making of the logo.

We hired THE GREAT Rob Shiflet @ Tailfish Solutions to curate a logo that was reflective of who we are.

Ryan really didn't have any specifics to give him, so he only made suggestions on what he thought we would both like:

• Ryan liked the idea of a "G" (representing our last name and obviously the corresponding company name).
• Ryan also had the idea of somehow incorporating a crown with the "G". This was a nod to me, because my maiden name is King, and I loved the crown idea because of another meaning: we are the son and daughter of The King.  (My mom also pointed out that Ryan is the "king" of my "castle.")
• Ryan hoped that whatever Rob made would reflect the industry that we are in.

Being the creative genius that he is, Rob hit a home run and conceived a rustic skeleton key that incorporated all of the above elements.   A skeleton key is generally used to mean an antique key; however the term skeleton key derives from the fact that the key has been reduced to its essential parts.   

Here are the essential parts of our skeleton key:

• The key symbolizes opening a house, which our clients do shortly after they receive their loan from us.  
• The bow (top) of the key is in the shape of a "G."
• The shank of the key has grooves/bits that establish a crown.

We are so very happy with the finished work that Tailfish Solutions has done for us!  Thanks to all of you for your support and compliments!