This logo is the result of a very long process involving lots of feedback, many draft versions, variations and treatments. The roots of this icon are from the company’s old logo, which featured a cartoon rendering of mountains, buildings, trees, houses and the ocean. The new company name “Lionsview Mortgages” refers to the pair of pointed peaks along the North Shore Mountains. The peaks resemble a pair of reclining male lions and they oversee the city of Vancouver and the Lower Mainland area.
We started with the silhouette of the lions peaks and worked to integrate it with elements from the old design. A number of initial drafts were reviewed by the company owner and a number of employees, who all had opinions, likes and dislikes. A few drafts later and we finally had something the staff and owner could agree on. However, I was not satisfied.
While I understood the owners desire to maintain all the elements from the original, and I understood the staffs desire to ensure Buildings and houses were represented, this was looking more like an illustration than a logo. Logos should be cognitively simple and visually easy to process and identify. It took a lot of conversations to help the company understand this distinction.