LendingTree Logo Rebrand

The LendingTree brand has over two decades of brand equity, so my team wanted to create a logo that wouldn’t stray far from our historical logos. Like many famous brands who changed logos over time, we decided to keep an element that identifies LendingTree, and that element was the leaf. I placed the leaf back to the original position, which looks like it’s dotting the “I”. The new leaf’s shape is based off of our previous leaf, but it’s distorted and has a bit more motion, which allows the new mark to be uniquely us; something to call our own. The new leaf is pointing up and to the right, representing our company’s growth and success. We also changed the typeface to be friendly and inviting.