“It’s got to be clear. Simple. Clean. No fuss” – the brief provided by ForTheRenters.com was very clear. “Design a concept then strip it back. Strip it back again – we want something that clean”. Sounds simple… but often the simplest things are the most difficult to get right, there is no room for error, no visual noise in which to hide anything.

In addition to the logo being clean it needed to be versatile too. It had to work in both landscape form and square format, with and without a tagline and able to accommodate a range of different taglines.

After exploring a number of different fonts, Helvetica Neue World was selected as a starting point for it’s crystal-clear legibility but also slight variations in weight that allows the letters to flow into each other. This is where the real work began, tweaking and adjusting the spacing letter by letter, experimenting with font weights and aligning taglines to sit neatly within the letter formations above.

The end result is absolutely right – an ultra-clean logo that is its own brand with simple black and white typography. The branding has also been rolled out to the sister company, ForTheRenters.com, which again has its own set of taglines and applications (i.e. contracts, business cards, vehicle graphics, let boards) all of which work seamlessly with the logo design.