After brainstorming, I began to create some of my ideas in figma. Some of the designs in figma weren’t fully completed but I just wanted to get base of each design done to see if it was a viable option.

After creating my ideas, I decided on my strongest idea and added the final tweaks to it.

Why This Wordmark?

My initial idea for this wordmark came from extending the serif of the “l” to replace the tittle of the “i”. I then realised I could extend this further to join to the “b”. I thought the designed looks somewhat wonky, so went back and replaced the tittle and added an angle to the ligature. While it wasn’t intentional at first, I realised this wordmark looked like the roof of a house over the “i”. I think this works extremely well for my brand for the following reasons:

• One of the main draws of my brand is that it will help young people set up long term meaningful savings accounts, one particularly good versions of these accounts is the Lifetime ISA, which is designed to help young people save for their first house to make them more financially stable, so the idea of the “b” and the “l” becoming a house shape over the “i” (which also looks like a figure) works perfectly for my brand.
• Even disregarding the Lifetime ISA, the idea of the house over the “i” helps promote general financial stability and how my brand will help and protect young people through safe savings and investments.
• From a design perspective, I could see how this wordmark could be broken down to form a logomark by removing the “Sta” and the bowl from the “b”.

Overall I was really pleased with this logo mark as it works well within the context of my chosen typeface, and the brand values I have chosen.