The three partners at Search Mortgages approached Flux to design a corporate identity system for their new mortgage brokering service in Adelaide. After considering multiple creative options, we presented Search with a logo that is a brand new twist on an old idea.
So many existing businesses using a magnifying glass as a trademark for their ‘Search’ business idea made us hesitant to even consider it as an option. However, working with a triple-partnered business triggered an idea that would ultimately lead to the final result. Flux created three identical magnifying glass icons and brought them together as a metaphor for the 3 partners coming together in business. We added a logotype that uses the font ‘Pluto’ and went on to develop a broader visual language system that included a pattern.
Our clients liked the pattern so much they wanted to make ties from it!