It was great to work with Elmwood London on the wordmark and symbol for Fronted.
Fronted is building a better way for renters to move, starting with rental deposits. The company secures hefty fees, and renters can pay them back in manageable monthly instalments. With this bold mission in place, Fronted required a brand worthy of a renting revolution. The identity simultaneously signifies the unlocking of potential and flying the flag for renter fairness.
The logo and icon had to work well in both positive and reversed out scenarios, and well as being legible at small sizes on digital devices. This required additional lighter weight versions to be created for optical consistency to counter the ‘irradiation illusion‘, where lighter coloured graphics on dark backgrounds can appear bolder.