Fire Finance
Category
Branding
Client
Fire Finance
Fire Finance
Project
Rebrand concept for a premium financial advisory firm
Services
Logo concept Logotype variants Symbol
Year
2026
2026
Challenge
Fire Finance is a team of premium financial advisers who take care of investments, mortgages, financial planning and insurance. I was asked whether I could gently modernise their logo.
The existing concept, though, felt off to me. A brand called Fire relied on cool blue colours and the slogan “Our values, your peace of mind and trust”, which any bank could have used. So instead of cosmetic tweaks I built a new logo concept that draws on the name rather than toning it down.
Challenge
Fire Finance is a team of premium financial advisers who take care of investments, mortgages, financial planning and insurance. I was asked whether I could gently modernise their logo.
The existing concept, though, felt off to me. A brand called Fire relied on cool blue colours and the slogan “Our values, your peace of mind and trust”, which any bank could have used. So instead of cosmetic tweaks I built a new logo concept that draws on the name rather than toning it down.
Outcome
The symbol merges a flame with the letter f. In some variants it also turns into an exclamation mark, giving the brand a more confident, bolder voice.
I prepared the logotype in four variants: italic and upright, lower and upper case, in red with dark blue and in a single colour. A set of symbols for icons and smaller formats came with them. Unfortunately, the concept went no further.
Outcome
The symbol merges a flame with the letter f. In some variants it also turns into an exclamation mark, giving the brand a more confident, bolder voice.
I prepared the logotype in four variants: italic and upright, lower and upper case, in red with dark blue and in a single colour. A set of symbols for icons and smaller formats came with them. Unfortunately, the concept went no further.
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