Wealthwise Logo

Behind the Project

Wealthwise’s target audience is young adults who are trying to become financially responsible. They serve users who don’t have much financial literacy or understand the intricacies of the financial world. 

A major goal for the logo was to keep it friendly and approachable, yet strong and stable. To achieve this, I used heavy lowercase letters and altered them so they had slightly rounded corners. The lowercase letters and rounded corners contributed to the friendliness of the logo while the heavy letters rooted it in a strong, stable foundation.

I also wanted to tie the logo to the idea of success. To do this, I created a simple abstract chart icon consisting of an upward arrow grounded in a green square. The arrow denotes the idea of progress, while the square provides a medium of comparison for the arrow. The splash of green evokes a feeling of success. Additionally, the green is slightly shifted towards blue, giving it a slightly more fresh, modern feel to appeal to Wealthwise’s younger target audience.