I designed the ADD Property Finance logo to strike the right balance between professionalism and approachability, reflecting the client’s need to appeal to both private individuals and property professionals. I chose a clean, modern typeface to convey clarity and trust, while incorporating a simple house and tree icon to create an immediate, friendly connection to the property sector. The deep teal colour was selected for its associations with reliability and stability, while the magenta adds warmth and personality without feeling too corporate. The curved line brings a sense of movement and cohesion, subtly reinforcing the idea of progress and guidance. The overall design is clean, distinctive, and versatile – ensuring it works consistently across both digital and print formats.