VG Partners
Through a partnership with D. Jolie Creative, I worked with VG Partners to create their visuals from the ground up. Our goal was to create a brand that was modern and forward-thinking while also being more colorful and welcoming than a traditional finance company. The “V” of the logomark symbolizes turning money into progress and upward momentum.
The Details
The VGP project was a challenge: they wanted a brand for their finance company that wasn’t overly stiff or unwelcoming, and wasn't cliché (no dollar signs). I began with a brand board, suggesting an analogous color palette (blue, teal, green) for a bright and money-focused feeling with a complementary accent (orange) for hope and warmth. The chosen fonts were modern but rounded to give a feeling of youth and openness.
The logo is the most successful part of the project. The original concept was how you can make a small V by folding one side of a dollar over (something I tested with a real dollar). Instead of a dollar on both sides, however, the right side was changed into an arrow to signify upward momentum and growth, like a traditional line graph. This gave us the V shape for “VG Partners,” as well as the financial aspect, while including the feeling of progress. While the primary logo uses three colors, the logo still holds up well in its 2- and 1-color versions as well, and has a recognizable silhouette even at small sizes.
The team also had a website made after the brand was created, but I did not work on the website.