FinanceLOAMAX 朗迈金融 · Greater Toronto
A shield,
and an arrow pointing up.
00The project
- Client
- LOAMAX 朗迈金融
- Sector
- Loans, insurance, investment
- Region
- Greater Toronto Area
- Year
- 2019, in use through 2022
Money asks for two things at once: to be kept safe, and to grow. LOAMAX’s mark says both in one shape — a shield whose top is an arrowhead pointing up. Around it the studio built bilingual lockups, a navy-and-orange palette, a shield pattern and a 45-page guide for anyone making material for the brand.
- Logo & bilingual lockups
- Palette & shield pattern
- 45-page identity guide
- Business cards
01The name
Fertile ground,
made the most of.
The name joins two English words: loam, the richest kind of soil, and max, the most of it. The guide gives the gloss a page of its own, and its fly page carries the name alone, six letters spaced across a field of orange. In Chinese the firm is 朗迈金融, set heavy and square above the widely spaced capitals of LOAMAX — one line each, neither crowding the other.
LOAM
沃土the richest soil
MAX
最优the most of it
02The mark
One line guards,
one line climbs.
The guide calls it Shield & Arrow. The rim is one heavy stroke; the top of the shield is an arrowhead pointing up, and its shaft runs all the way down to the point. The vertical lockup comes first, for cards, brochures and signs; the horizontal one for websites and banners. Navy on white wherever possible; black or white only when colour isn’t available.
03The guide
Forty-five square pages,
in five parts.
Logo, typography, colour, design elements, brand assets. The guide is written for partners making material on LOAMAX’s behalf, so every rule comes with a reason and a picture: clear space, minimum size, misuse, tints, the shield pattern, how to choose photographs.
Square pages, navy on white. Each part opens on a full page of the pattern and a navy number page; folios sit in a small navy tab at the foot.
04Colour
Navy does the talking.
Orange shows the way.
The guide is plain about it: blue is the primary colour, orange the signal, both on white. Each has tints at 80, 60, 40 and 20 per cent, kept for charts and single-colour print.
05Cards
The front of the card
keeps one line.
Navy, the mark, and one line in spaced capitals: Where the past meets future. Over the years the front came in several editions — vertical lockup, horizontal, orange. The backs carry an adviser’s name and numbers and stay off this page.
Three card fronts · re-set from the original files, 3.5 × 2 in
Where the past
meets future.