“It’s got to be clear. Simple. Clean. No fuss.” The brief from ForTheRenters.com was straightforward: “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 hardest to get right. With no room for error and no visual noise to hide behind, every detail had to be perfect.

In addition to being clean, the logo needed to be versatile. It had to work in both landscape and square formats, with and without a tagline, and be adaptable to accommodate different taglines as needed.

After exploring a range of fonts, Helvetica Neue World was selected as the starting point—not only for its crystal-clear legibility but also for its subtle weight variations, which allow the letters to flow seamlessly into one another. This is where the real work began: meticulously tweaking and adjusting the spacing, experimenting with font weights, and aligning taglines to sit neatly within the letter formations above.

The end result is exactly right—an ultra-clean logo that stands as a brand in itself, using simple black and white typography. The branding has also been successfully rolled out to the sister company, ForTheRenters.com, maintaining its own set of taglines and applications (including contracts, business cards, vehicle graphics, and ‘To Let’ boards), all of which integrate seamlessly with the logo design.