Eric Axelson Design
4.jpg

Viridian Mortgage

Viridian Mortgage provides options and customized loan solutions for residential purchases and refinancing mortgages. The new branding needed to address several challenges. They found themselves in a crowded marketplace and wanted to develop a distinct identity that would help them stand out to potential clients and sustain growth. This project includes a new brand identity and business cards.

 The Latin root word for “ver” means truth. “Viridian” is a shade a green. Hence the name “Veridian” came to be. Various shades of green used in the new identity show brightness and depth. The shapes in the background are used from a diamond-like form that can be scaled up and used in dramatic crops to make abstract backgrounds.

The Latin root word for “ver” means truth. “Viridian” is a shade a green. Hence the name “Veridian” came to be. Various shades of green used in the new identity show brightness and depth. The shapes in the background are used from a diamond-like form that can be scaled up and used in dramatic crops to make abstract backgrounds.

 The brand identity places its unique logotype at its center. It’s sharp serifs offer a refined and sophisticated look and distinguishes themselves from the rest of their competitors. The letter “v” can be separated and used as a symbol when needed. The letter “v” is one of the top five uncommonly used letters in the alphabet, which makes it a strong signifier.

The brand identity places its unique logotype at its center. It’s sharp serifs offer a refined and sophisticated look and distinguishes themselves from the rest of their competitors. The letter “v” can be separated and used as a symbol when needed. The letter “v” is one of the top five uncommonly used letters in the alphabet, which makes it a strong signifier.

 “I tried Fiverr, 99 designs, and two other graphic designers before I got to Eric. I had actually paid for the other companies already to make the logos and was not happy about them. I didn't want to settle... Eric is very methodical with his work and there is a reason for everything he designs. He takes the time to learn about your industry, listens to what your goals are, and really delivers. A couple of the other companies I went with was really fast at the turnaround, but they didn't get what I was going for. I was looking for a modern, sophisticated design that would differentiate me from my competitors in a crowded space. Eric totally got it…”  –Katy Care

“I tried Fiverr, 99 designs, and two other graphic designers before I got to Eric. I had actually paid for the other companies already to make the logos and was not happy about them. I didn't want to settle... Eric is very methodical with his work and there is a reason for everything he designs. He takes the time to learn about your industry, listens to what your goals are, and really delivers. A couple of the other companies I went with was really fast at the turnaround, but they didn't get what I was going for. I was looking for a modern, sophisticated design that would differentiate me from my competitors in a crowded space. Eric totally got it…” –Katy Care