Baugeld Spezialisten asked us to completely redefine their brand identity and brand appearance of their home financing corporation. Therefore we went through an intensive design thinking process, extracting the most important features of the brand vision and finally creating a concept for a visual identity, which would embody those strategic insights. The final result is a greatly flexible identity system, which can easily be adapted to any new or existing format.
Baugeld Spezialisten tries to bring the idea of your dream home into reality, by focusing not only on the financial hurdles but also on the human, emotional perspective. Both combined create a full picture of the world they are constantly facing. The logo just builds on that exact combination of rational and emotional perspectives. The square acts as a frame, the circle as “focus” and the perspective as the human point-of-view. All together they visualize a grid and therefore build a bridge to the start of many ideas: The drawing pad.