Manchester-based online car finance broker, CarFinance 247, has revealed its new look.
The copmany employs 400 people in the city and co-CEO, Louis Rix, explained that the lockdown had helped clarify its vision.
“We never stand still,” he said.
“The company, our purpose, and our values have all evolved in recent years and it was time for our first impression – our logo – to catch up.”
It tasked Manchester’s 180 South to bring out the “human side” of the online business as it sought to put its team and customers at the heart of the brand.
“It’s important that our logo reflects the serious nature of our business but still has personality,” added Jonathan Wilson, Chief Marketing Officer of CarFinance 247.
“We’re in the finance world but it’s people who drive us. We pride ourselves on putting our customers first, cutting through the jargon, and helping people improve their everyday lives. People might view us as an online business, but it’s our team behind the screen that really sets us apart,”
The new logo is described as “fresh, modern and deceptively simple” as well as putting a “literal” smile on the face of its customers.
The colour scheme moves away from its predominantly cool-toned colour palette of blue, purple and green, with the warm orange logo intended to “pack a punch.”
Andy Crawford of 180 South explained that the logo was deliberately ambiguous; some viewers see a smiling face while others see similarities to the wheel of a car:
“It wasn’t something we anticipated when working on the design but everyone who has seen the logo has had the same involuntary reaction – they can’t help but smile! That natural instinct helped us tap into the human side of finance, while the wheel nods to the reason behind that finance – a new car.”
The new logo will be rolled out across all of CarFinance 247’s digital and physical channels.
