Mortgages & private lendingIdentity & print
Two characters,
one seal.
00The project
- Client
- Intelligent Capital Group Inc.
- Sector
- Mortgages & private lending
- Year
- 2022
Intelligent Capital Group arranges mortgages and private loans. The two characters of its Chinese name, 卓 and 实, are stacked into one: a pagoda roof on top, the splayed legs of a bronze ding vessel at the sides, and the ring of an old coin around it all. Steady, weighty, and plainly a business that deals in money. A heavy black Chinese wordmark, one fine line of English serif, and the red seal holding the group together.
- The 卓实 seal
- Bilingual wordmark & lockups
- One-colour, reversed & gold versions
- Business card
- Flyers in three sizes
- Roll-up banners, red & gold
- Six launch posts
- Logo design guide
01The seal
卓 above, 实 below,
a coin around them.
The idea began with the name: stack 卓 on 实, build the frame from the outline of a ding vessel and a pagoda, and close it with a coin’s ring. The strokes are square turns and level bars, lifting only at the spire and the eaves, so it reads in the corner of a business card and holds its weight on a sign.
- Pagoda roof
The top tier closes in a spire.
- 卓 · zhuó
The upper half is 卓.
- 实 · shí
The lower half is 实, its roof stroke flared like eaves.
- Ding legs
The outer strokes splay like a bronze vessel’s legs.
- Coin
The ring is an old copper coin.
02Signature & colour
A red seal, heavy black type,
one fine line of English.
The Chinese wordmark is a heavy, square-cut sans with the same weight as the seal; the full English name, INTELLIGENT CAPITAL GROUP INC., sits in small serif capitals under a red rule, a step behind. Horizontal for cards and headers, vertical for squares. Two brand colours, a cinnabar red and a deep charcoal, with a gold gradient as the ground for the card and the banners.
Horizontal · colourVertical · dark ground
Vertical · gold ground
RGB 182 41 44
CMYK 15 100 100 5
RGB 51 51 51
CMYK 68 64 63 58
Card and banner ground
03Print
From the card
to the banner.
The back of the business card is gold and the vertical logo, nothing more. The flyers came in three sizes and the roll-ups in red and gold, simple and full, all on one structure: the logo on white at the top, a single line of positioning, six services in line icons over two rows, and a band of colour to close. Re-set here from the originals, without the agent’s photograph or contacts.
专注于加拿大
房屋贷款及私人贷款
- 房屋贷款Residential mortgage
- 商业贷款Commercial mortgage
- 生意贷款Business loan
- 私人贷款Private loan
- 建筑贷款Construction loan
- 私募投资Private fund
专注于加拿大
房屋贷款及私人贷款
- 房屋贷款Residential mortgage
- 商业贷款Commercial mortgage
- 生意贷款Business loan
- 私人贷款Private loan
- 建筑贷款Construction loan
- 私募投资Private fund