Featured Logos | STRIKING LOGOs & LOGOMARK DESIGN

A logo is the essence of a company distilled down into one piece.

It is a company's superpower: it can tell a story, project a feeling, make a statement — all in a single glance

SERVICES

  • Logotype Design
  • Logomark Design
  • Naming
  • Illustration
  • Typography

The Buchanan Group | ELOQUENT REAL ESTATE GROUP LOGOMARK

AWARDS | Graphis Design Gold, Creativity International Gold

ASSIGNMENT:

The real estate brokerage team Buchanan Group approached us to create a logo & brand story that capture the unique skill set they bring to their clients.

APPROACH:

Rebecca Buchanan, the founder of the group, has a background in engineering and is well versed in the delicate balance of art and science. Her native instinct is to delve deeply into any issue to fully appreciate all of its nuances, which explains her tenacity in doing the same when it comes to the important life decision of buying or selling a home. In engineering, the Golden Mean ratio is considered the perfect combination of elements. In real estate, these elements could be the distance from the subway, proximity to parks, a great view, hardwood floors, a chef’s kitchen, and so on. We symbolized this combination of features by creating a logo mark that spoke of the Golden Mean’s perfect balance of elements, both in finding a home and in Rebecca’s detail-oriented approach to her business.

RESULTS:

Rebecca & her group love their new logomark! They feel it symbolizes the unique qualities that make them stand out in the crowded NYC broker community.

Atomic Total Fitness | SYMBOLIC PERSONAL FITNESS STUDIO LOGOMARK

AWARDS | Graphis Design Silver, Creativity International Silver, Graphic Design USA

ASSIGNMENT

Atomic Total Fitness, a personal training studio, approached Mermaid, Inc. to create a logo & brand story.

APPROACH

To start on any new path requires the desire to make a change. Atomic Total Fitness will be your guide to change - down to the very atoms of your being. The triangle & stylized atomic symbol represent change & energy. The logo typography continues the slanted triangle shape of the logo mark, & the stroke of the “A” has been changed to a dot to symbolize an atomic electron.

RESULTS

An edgy logo that reflects the conceptual nature of the owner & his training philosophy.

MoneyStack Logomark | BOLD FINANCIAL PLANNING APP LOGOMARK

AWARDS | Graphis Design Gold, Creativity International Gold

ASSIGNMENT:

Mermaid Inc. was asked to create a logo & brand story for a financial-industry chatbot app. In this app, you will be able to quickly build your own answers to your money questions.

APPROACH:

The MoneyStack logo mark was created by stacking various shapes to make an uppercase letter M. The bold, confident colors give the brand a strong voice.

RESULTS:

The app is in development & is eagerly anticipated - which is reflected in its long customer wait list.

Bad Kitty Snowflake Logomark | EDGY, SEXY, NYC PUNK BAND LOGOMARK

AWARDS | Creativity International Platinum, Graphis Design Silver

ASSIGNMENT

The band Bad Kitty approached us to create a logo & brand that captured the essence of their music & their world view.

APPROACH

To capture the band’s sexy punk & hard rock vibe, we created a logo mark illustration of an edgy cat’s head with slightly elongated fangs. We replaced the eyes with a “Heart” and an “X” that symbolize dangerous love & death defied - plus they create a fun, playful vibe. The “t”s in the customized typography create a subtle goth flair & the points bring to mind claws. We also created a Bad Kitty “Snowflake” for t-shirts that combines the logo mark with other fun skull & abstract bone elements. The distinctive logo mark can be used alone on social media. It was designed to work on white, black & red backgrounds to keep the brand fresh. We also created a website to help them promote their gigs.

As part of the branding, we used black & white photos on their website & social media platforms.

RESULTS

The band loves their logo & branding system - they feel it captures their sexy & playful-but-edgy image. And everyone wants a snowflake t-shirt!

The Corsair | TIMELESS WATERFRONT CONDOMINIUM RESIDENCES LOGO

ASSIGNMENT

This boutique condominium building, located on Greenwich Harbor, was inspired by the luxurious flagship yacht The Corsair, owned by J.P. Morgan. We were commissioned to create a timeless brand that connects the ultra-luxury craftsmanship of its namesake yacht with todays modern amenities.

APPROACH

These limited edition residences were built with attention to detail, and with natural materials that would be passed down & cherished by future generations. With this top-of-mind, we created the Corsair Crest, combining a modern nautical feel with historical ties to its famous namesake yacht. As part of the brand story, we showcased storied artifacts & images connected to the yacht and to J.P. Morgan - blending the historical with innovative modern detail to showcase a luxurious waterfront lifestyle for those few lucky enough to live there.

As part of the branding, we used black & white photos on their website & social media platforms.

RESULTS

The brand story & identity emable The Corsair to stand out in a area already saturated with luxury developments.

Trusted Advocate | INNOVATIVE LEGAL RECOMMENDATIONS LOGO

ASSIGNMENT:

How do you know the lawyer you hire is good at what he does, will not overcharge you & will actually keep to their agreement? Trusted Advocate commissioned us to create a brand story & identity that would address these questions.

APPROACH:

Trusted Advocate is a revolutionary new way of finding & hiring a lawyer. To represent this we created a logomark using imagery of rays of dawn breaking around a powerful “T”. For the brand image we used a photo of a sunrise over a field of sunflowers. Combined, these elements not only represent hope but also new solutions & new ways of thinking. For the website, we interspersed statements about the client's core beliefs with concrete facts about who they are & how they work. These brand elements help people feel safe & give them a sense of trust during what is surely a highly stressful period of their lives.

RESULTS:

This brand accurately captures the feeling the client wants to convey & he is quickly gaining new clients.

FoodHub 84 | OFFBEAT FOOD & BEVERAGE VENUE LOGO

AWARDS | Graphis Design Gold, Creativity International

ASSIGNMENT:

Mermaid Inc. was approached to create a logo, branding & marketing materials for FoodHub 84, a venue for food & beverage companies to create, manufacture & distribute to major national retailers & local markets.

APPROACH:

Even though many of the tenants of this venue supply their products to national chains, we wanted the logo to reflect the venue’s local & approachable quality. We combined a cow, a plant & a silo in Americana colors to visually symbolize a small, local-market feel. The multi font lettering reflects the huge variety of products their tenants produce.

RESULTS:

The fun, quirky nature of the logo & typography perfectly capture the essence of this unique, modern venue.

ICG next | ACUTE FINANCIAL ADVISOR LOGO

AWARDS | Graphis Design Silver, Creativity International

ASSIGNMENT

Mermaid Inc. partnered with John Rod & Co. to create a logo & brand story for the financial advisory company, ICG next.

APPROACH

Like a labyrinth, deciding what’s next in life can be complex to navigate. Sometimes financial decisions have consequences that are not realized until many years later. ICG next is with you every step of the way to your best “next”. This could be your next phase in life, or your next financial decision or even where to go to school. The Logo mark was formed from the individual letters ICG to create a stylized labyrinth-like shape.

RESULTS

ICG stands for Intellectual Capital Group. The company partners love both the logo’s visual concept & the fact that it reflects the intellectual aspect of their company.

625 Mad | STYLISH COMMERCIAL REAL ESTATE BULDING LOGO

AWARDS | Creativity International Gold, Graphis Design Silver

ASSIGNMENT:

Mermaid, Inc. partnered with the Lorelli ad agency to create a logo for 625 Madison Avenue that would stand out from the other buildings in the historically stodgy NYC Plaza District

APPROACH:

By naming the building “625 Mad” rather than “625 Madison” we gave the logo an immediate hip flair. This, combined with the cool, future-forward topography, gave the building a distinct look from its more staid competition.

RESULTS:

The logo has succeeded in setting 625 Mad apart from its competition & appeals to the next generation of business people.

Crypto HQ  | INTRIGUING FINTECH WORKSPACE LOGO

AWARDS |  Graphis Design Silver, Creativity International Platinum

ASSIGNMENT:

This entrepreneurial, start up client engaged us to create a brand identity for their company CryptoHQ, a new technology incubator.

APPROACH:

To capture the tech-centric market and culture of this new company, we leveraged fonts and shapes reminiscent of the blockchain technology that is the basis of many CryptoHQ client products. This flexible logo system includes a graphic “arrow” element that can be used with or without the type. The system also allows for different color palettes to be applied, to promote specific company initiatives (such as their “Women in Crypto” program) or to keep the brand fresh.

RESULTS:

The client loved this logo and its relevance to its core market.

I Heart Perry Street | FUN NYC RECOVERY GROUP: PRO BONO LOGO

AWARDS |  Creativity International Silver, Graphis, Graphic Design USA

ASSIGNMENT:

For this pro-bono, community give-back project, we were asked to create a logo and branding to reflect the unique culture of this famous NYC AA group that has been at 50 Perry Street for almost 60 years.

APPROACH:

We wanted to create a fun & iconic logo that would appeal to the diverse membership of this group. The use of the eye & heart emojis create a strong visual impact & a unique, contemporary brand identity.

RESULTS:

The logo has created buzz & a sense of fun for the group.

Glass House | ELEGANT WATERFRONT CONDOMINIUM LOGO

AWARDS |  Graphis, Creativity International Silver

ASSIGNMENT:

The real estate developer National Resources hired Mermaid, Inc. to design the logo, in addition to creating all the collateral materials & website, for this luxury, glass-facade condo & townhome development located directly on the Hudson River.

APPROACH:

The logo mark is inspired by a 2-story wall of glass in the lobby. The blue hues are a nod to the river & sky. We created a pattern from the logo mark that is being used in the collateral materials & sales office. The logo type letterforms have modern feel to them & reflect the elegance of this building.

RESULTS:

The client loves this logo & wants to use the patten created from the logo mark on everything :)

Red Apple Group | CONCEPTUAL REAL ESTATE DEVELOPER LOGO

AWARDS |  Graphis Silver

ASSIGNMENT:

Mermaid, Inc. partnered with Pace Advertising & were hired by Red Apple Group to redesign their corporate logo.

APPROACH:

The stripes in the apple logomark represent the many divisions of the company & are a nod to the famous Frank Stella paintings

RESULTS:

The client absolutely loves their new logo & had it immediately incorporated into signage in their new headquarters.

UNO | QUIRKY RENTAL RESIDENCES LOGO

AWARDS |  Creativity International Silver

ASSIGNMENT:

National Resources, a real estate & investment firm, approached Mermaid, Inc. to design a logo & branding for this rental building. Our goal was to appeal to millennials looking for unique lifestyle experiences and ways to amplify their reality.

APPROACH:

One of the buildings UNO occupies is the iconic Herald Statesman building, where the locally renowned newspaper was once printed. The halftone pattern and the cyan, yellow, magenta & black color palette pays homage to the printing presses that once occupied this building. To keep the materials fresh, we use a flexible logo system & display the logo in different colors in different settings.

RESULTS:

This distinctive logo & branding have helped this rental building stand out in a saturated market.

The Oyster | STYLIZED WATERFRONT RENTAL BUILDING LOGO

AWARDS |  Graphis, Creativity International Bronze

ASSIGNMENT:

The real estate developer National Resources hired Mermaid, Inc. to design the logo, in addition to creating all of the collateral materials, for this cool condo project located directly on the Hudson River. The condos have a moderate price point & are marketed specifically to appeal to younger buyers.

APPROACH:

We used an old world engraving of an oyster for the logo & developed the materials on the theme “The World is Your Oyster” to reach the millennial who believes they can achieve anything or go anywhere in life. The font has a modern yet retro feel that complements the engraving. The logo is very flexible & can be used either in a positive & negative or negative format.

RESULTS:

The client is thrilled & it has been received very well by both brokers & prospective buyers.

Dalos Properties | UNIQUE REAL ESTATE CONSULTANT LOGO

AWARDS |  Graphis

ASSIGNMENT:

Scott D’Aloise hired Mermaid, Inc. to design the logo for his new real estate consulting company, Delos Properties.

APPROACH:

This client is exceptionally smart & is a creative, out-of-the-box thinker. We wanted to create a clever logo mark that combines the letterforms of a “D” & “P”. At first glance you see an uppercase “D”. If you look a closer you can see the “P” created in the interior space. The logo mark can be used on its own, as done on the front of the business cards, or with the logo type.

RESULTS:

Scott is delighted & extremely pleased with the results. He handed out his new business cards at a real estate event & received excellent feedback.

BridgeLine Properties | NOVEL NYC PROPERTY MANAGEMENT GROUP LOGOMARK

AWARDS | Graphis Silver, Graphic Design USA

ASSIGNMENT:

BridgeLine Property Management approached Mermaid, Inc to create a logo for their new company.

APPROACH:

We wanted to create a logo that symbolizes BridgeLine’s role as the bridge between building ownership & renters. We created a unique icon that forms an uppercase “B”, visualizing both the “Bridge” and the “Line” elements in the name. It is an exceptionally versatile mark & can be used with & without the logo type, used both as bleed & non-bleed, positive & negative.

RESULTS:

The owner is pleased & it has been received very well by both building ownership & renters.

Avenir | IDIOSYNCRATIC CONDOMINIUM LOGO

AWARDS |  Creativity International Silver

ASSIGNMENT:

Mermaid, Inc. was approached by RODE Advertising to partner with them in creating branding materials for Avenir, a new 4-building residential development located in Jersey City, NJ, next to the Mana Contemporary Arts Center.

APPROACH:

At the time of the branding initiative, there were discussions underway to install an elevated walkway that would link this residential building directly to the Mana Contemporary Arts Center. This would provide the residents with a unique opportunity to live near, and be part of, a collaborative artistic community. With this in mind, we created a flexible logo and brand strategy that had an artistic, bold, modern and contemporary flair. We created brand identity colors and patterns that could be mixed and matched to keep the identity fresh and playful, with an artistic feel.

RESULTS:

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