Logo Planning for Phoenix Partnership (post 7/11)

When designing the logo several factors were considered to ensure that it was fit for purpose as a logo for a mortgage broker company called Phoenix Partnership. The first step was to find images which related to the company name to allow the potential customers to draw similarities between the logo and the company itself.

The word ‘phoenix’ was researched and several conclusions were drawn about the similarities between the various images created around the various images about the bird. Research concluded that the word phoenix was often associated with images of the bird in bright orange colours, often surrounded by images of fire. There were also many images of the phoenix bird which were like that of the phoenix partnership logo where the bird would look almost symmetrical down the middle with its wings curled up.

The word ‘partnership’ was also researched as this appeared to be missing from the previous company logo and including it would help make the brand ,ore recognisable. The searches showed a variety of images, many revolving about the idea of working together such as, hand shaking, gears connected and puzzles being solved. There were also many images which gave the impression of professional office work with many images featuring suits and the colour blue, recognisable from office scenes sown in various types of media.

As well as looking at the company name to create the logo, competing company logos were also looked at to determine the similarities between the rest of the industry’s aesthetics in order for potential customers to recognise the role of Phoenix Partnership based upon other companies they may have seen. This research showed that the majority of the logos were of a simplistic design with stick images and a simple font. They also showed images relating to houses such as houses and key holes as well as an emphasis on the colour blue.

Further research was conducted to determine what makes a logo successful at helping to sell a brand and maintain recognition. Through the research, it was clear that colour was an important factor with one site claiming “80 percent of the recognition of a trademark is due to its color” emphasising the need to choose a colour which is recognisable among brands and has longevity to prevent it from becoming an eyesore in the foreseeable future. To determine which colour would be best for marketing the Phoenix Partnership brand, the psychology of colours was looked at to see what emotions are evoked by different colours. Research showed that the colour blue is the “most popular corporate colour” as it gives the image of being trustworthy, honest and secure so it is often used by businesses and financial institutions, however it can be seen as quite a masculine coloured-potentially putting of female customers in a time where the percentage of female customers requiring this service is on the rise.

Black logos are often associated with high end and exclusive companies as well as making the logo look sophisticated. The colour black wouldn’t suit this company as it is supposed to serve all and so the logo needs to look inviting to those on lower incomes. The colour red is often associated with strength and attention; however, it is often seen as being “aggressive” so it wouldn’t be appropriate for Phoenix Partnership as they need to come across as welcoming and the colour red may be too intense for this purpose. The colour yellow is associated with loyalty, confidence and creativity, however often it required a border colour as it is too bright on its own. Orange logos

Sources also emphasised the need for a good foreground/background colour contrast and large text to improve readability.

Image Word Association-Phoenix Partnership

Research was conducted into the two words that make up the title, Phoenix Partnership. These two words were looked at as the logo will be designed so that the company name can be recognised from looking at the logo.

Mind Map of Ideas from Word Association

Competitor Word Association

Other logos which may be potential competitors were observed to see if there were any tends. The following similarities were discovered:

  • Simple font
  • An image of a house/roof
  • Simplistic design-sometimes stick images
  • Blue and dark grey colour scheme

Logo Drafts and Creation

Several draft logos were made, using Adobe Photoshop, in order to understand what works and what doesn’t. Using the research conducted, the logos were created in order to capture the brand’s identity and help to sell themselves. The early designs were decided to be too overcrowded and a simpler design was needed. They also didn’t capture the nature of the business clearly and so the individuals shown the designs gave feedback which resulted in the final design.

Final Logo

To make a simple, yet successful design, the two main features from the drafts were decided upon as they captured the image of what the company is about. An image of a phoenix remained as it has been the company’s name and visual representitive since the company’s creation. To help potential clients aware of the nature of Phoenix Partnership’s business, the image of the house was selected to let them know that they work in the mortgage industry due to the designs for their competitor’s logos. The design was also kept simple with simple image design and font. The simpler logo will help make the Phoenix Partnership logo more recognisable whilst still remaining recognisable to their past clients and people who are looking for companies in their sector.

The colour blue was used as the primary colour for the logo’s design. From researching Phoenix Partnership’s competitors, it was clear that the colour blue was the most popular in this particular industry. The research into colour, which was mentioned above, also showed the reasoning behind to popularity of the colour blue.

Final Logo



JASON FELL (2014) 3 Design Tips for Creating Signs That Attract Customers. [Online] Entrepreneur. Available from: web address https://www.entrepreneur.com/article/233961 [Accessed 12/01/17].


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