Monarch Mortgage //

Monarch Mortgage, based in Michigan, approached PCGD for a new identity. The company used to use King imagery and wanted to get away from that.

Taking the name Monarch, I applied it to the butterfly of the same name. Although butterflies are usually very feminine, I wanted to make sure it didn't look too feminine so that their target market would be determined by their logo, a demographic they might not necessarily want to solely appeal to.

By creating a stoic outline only, the feminine butterfly doesn't look girly in the least. The slight gradient can be done with a screen of one Orange, or with 2 colors, depending on cost for the client.

Identity materials for Monarch can be seen here.