Fleet Lending Solutions Logo Design Contest

Fleet Lending Solutions has selected their winning logo design.

For $275 they received 160 designs from 10 different designers from around the world.
Contest
Logo Design Brief Hide
kurthorn
United States

What We Do

We provide financing for commercial vehicles ranging from tractor trailers to specialty vehicles, i.e. heavy construction equipments, cranes, tow trucks, ambulances.

Industry

Financial

Top Three Things to Communicate

#1 - Trust
#2 - Professionalism
#3 - Competence

Our Target Audience:

Smaller trucking, construction and s pecialty vehicle use companies. Typically, these companies have a hard time getting the attention of the major banks and specialty capital folks. These companies are typically male run with technical training backgrounds vs. college educated. These are true hard working Americans that share the values of God, family, friends then all the rest.

Color Preferences

I typically like red & black or blue & black as base colors. Also, black & gray with splashes of color. Multiple colors are fine though. Shading and use of color to add DEPTH and MOVEMENT is what I really like.

Green & orange are NOT strong favorites.

Our Ideas and Additional Information:

Attached are two logos I had created. The TLS one is 9 years old and was created when the "buttons" and shading was just starting in logos. The cloudPLUS is a year old and I love the simplicity of the logo.

Because this is a finance company for commercial vehicles something that shows motion/movement would be great as well.

Themes

Masculine
Complex
Colorful
Subtle
Loud
Luxury
Expensive
Serious
Modern
Refined
Sporty

Style

Pictorial Mark

Literal or representative imagery is used to symbolize the brand.
Abstract Mark

Abstract shapes and symbols convey an idea or feeling.
Famous Logos displayed under fair use to enrich the general publics' knowledge of graphic design.

Applications

Web
Print

Entries
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Discussion

Discussion

kurthorn
United States
I want the words to be less prominent than the picture or object or design in the logo. FONT only designs aren't what I am looking for.

The company is a commercial vehicle financing company, i.e. tractor trailers to cranes to ambulances, etc. - Kurt
7 years ago
kurthorn
United States
I have added two more logo examples that are balanced between logo/picture and words. I am looking for more of a pictorial mark.

I am NOT looking for mountains but the mountains in the KID SPORT logos tells what they are about and where KID SPORT is located. The question is can the top portion of tractor trailer or crane or a tow truck or an ambulance or a combination thereof be shown, just enough to identify it as such, behind a linear name in the current 1 & 2 ranked logos?
7 years ago
kurthorn
United States
Other colors than BLUE are okay and you can use multiple shades and/or multiple colors.
7 years ago
kurthorn
United States
NEW ATTACHMENT: CCF02112014_00001.pdf

This is a drawing for those providing circular or cubed logos with a "SWIPE" through the object that changes that swipe into a road.

NOTE: I am NOT set on the designs submitted yet. They look good and are getting better. HOWEVER, we are looking for materially different options as well. I am trying to provide enough feedback that will help keep items in the top ten. I am also adjusting the rankings as we go.
7 years ago
kurthorn
United States
Some please provide OTHER alternatives to the cube & circle beside the name. We have enough of those.
7 years ago
kurthorn
United States
Circles with swoops are done. I have enough examples and can visualize where they'd need to go. Also, the logo with lines or arcs over/under the text isn't looking to strong.

Buttons are out.
7 years ago
kurthorn
United States
Last comment:

If you have any designs that are materially different, lay it out there. I am looking for your creative designs. I'll update as soon as I see your logos.

Thanks for working with me!
7 years ago
kurthorn
United States
I have it down to just slight mods on the designs submitted. There are really just 6 designs, the ranking of 7 & 8 are derivatives of the top 6. There are only 3 designers left and it truly is anyone's game. There isn't much difference between the top 6.

Thanks for your designs! You folks are great!

Kurt
7 years ago
kurthorn
United States
I through 5 are now accurate rankings and 6-9 are derivatives of those. Having my partners review the designs right now.
7 years ago