Floyd Financial Services is an all-in-one financial solution, that focuses investing for your future while you worry about the things that are happening now. Whether you are an individual or business Floyd Financial Services aims to provide you the Financial Service under one roof.
The goal for the visual identity was for it to give off a feeling of being strong, simple, and trustworthy. To achieve this we took the capital F in Floyd Financial and made it bold and simplified while still keeping it discernible. Within the identity you can also see a bar graph that symbolize's finance which is the backbone of the business itself.
The goal for the identity system was for it to clean and straightforward. With that in mind we decided to do just that, by creating very straightforward color palette and icons that didn't veer to far away from the original visual identity.
Understanding that the aesthetic for this visual identity was strong, minimal, and trustworthy, we wanted to make sure we captured that all within the logo as well. Montserrat was the best choice being that it embodies all of those qualities. When presented in a bold font it catches your eye and is strong, but when taken down a bit it is clean and professional.
Being that Floyd Financial is smaller than many other financial firms, the goal was still to have the look and feel of a strong, clean, and trustworthy brand but also to make a statement and leave an impression. With this knowledge we utilized the strong blue from the color palette to show examples of how Floyd Financial could use the identity on stationary as well as advertising.