As US Title continued to grow and expand to new locations they felt it was time for a brand refresh. The idea of a railroad sign had been tossed around but we also knew there was the risk of having too much of a “Captain America” vibe. Anytime patriotic symbols are used there is a delicate balance between respecting the symbolism and going over the top. US Title also wanted to keep some sort of callback to the previous logo if at all possible.
We ended up with a variety of logo options all within the one brand. We have shield options (not pictured) that work with the branding you see here, but more and more the company has shifted to using these simplified versions of the logo. This version of the logo uses a classic font that has the feel of an older established business without feeling old and outdated, and we were able to use the star as an homage to the previous logo.
One thing important to us when designing is that the logo work across platforms and is flexible enough to go anywhere. We often try to offer up as many variations of the logo as possible. In this instance we have the longer logo that has the tag at the bottom and another option that is stacked and works more as an icon for times when the full logo is too much. The icon works great as a branding accent.
