FlatRock
Service: Logo Design
Year: 2023
FlatRock Capital Partners is a private lending firm for small businesses. Private lending is the alternative route to receive loans for your business. FlatRock is there for you when receiving loans from the bank or giving up equity isn’t an option. The FlatRock team is the small business owner’s consultant. They help navigate the lending industry to tailor businesses' needs to secure affordable financing.
The Problem
FlatRock needed a sleek, professional, and minimalist logomark and logotype that only displayed the name “FlatRock.” Unfortunately, the brief didn’t include any distinguishable values or qualities of the business, which made it challenging to create something unique. I needed to find a way to make FlatRock stand out amongst other lending firms while staying away from cliche symbols like coins, dollar bills, upward graphs, handshakes etc…
The Solution
The FlatRock logo evolved from a SUPER rough sketch which you can find at the top of this page. The diamond depicts strength, wealth, and loyalty, portraying FlatRock as a trustworthy and reputable business. I avoided creating a conventional diamond design, and instead developed a unique variation that retained the essence of a diamond while providing a distinctive and memorable aesthetic. The symbol can work by itself, but can also be seamlessly included within the word “FlatRock.”
