Her Logo Mark Refresh

I had the opportunity to give a new lease of life to a logo mark and brand I did for a client last year.

My original concept of utilising the H E R letters was strong, but working with accounting, we felt it needed to express more feelings of balance and security.

After several iterations, the mark now uses straight edges and progressive angles to promote the feeling of confidence, trust security and reliability. The shape also gives reference to the subject of money, using a hint of a credit card shape, as well as to the subject of consulting and communications, resembling a speech bubble icon.

What do you guys think? Are the characters easy enough to spot? Does it provoke feelings of security and trust? And most of all, is it an improvement?

I will be sharing more details on the brand in the coming weeks, so keep and eye out here and on my Instagram too :)