Land Gorilla Launches New Brand Identity

Land Gorilla opened in 2010 with a simple mission - to make construction lending easy, efficient, and safe for all stakeholders.

Over the past 6 years, Land Gorilla has developed an innovative cloud-based system that is pioneering a new era in construction loan management practices.

One month after being recognized as one of the fastest-growing private companies in the country, we thought it was the perfect time to introduce a new brand identity that, like a gorilla, is… built to protect.

ABOUT ‘THE FACE’ DESIGN

Our team set out to create a simple, iconic mark that was easily recognizable, memorable, and trustworthy. The logo also needed to be appropriate in the sense that we wanted the "gorilla" to be approachable while still communicating "protection" without being daunting or scary. (Here are a few scary gorillas that we wanted to avoid.)

The mark, designed by Cosmin Virje,  is made up of three swooshes that represent the three stakeholders that we aim to protect - lenders, contractors, and borrowers. Each swoosh stands for something unique about our company and the clients we aim to serve.

The top swoosh, or eyebrow, holds down the mark like a protective bar that not only frames the icon but creates the primary focal point - the invisible eyes.

The swoosh of the nose represents our client’s success leveraging the ease of our cloud-based software and services. It's a subtle gesture, I know. Just picture the ease of a bird taking flight. Better yet, think of it as you breathing easy. Ahhh… that’s nice.

The mouth, or ‘playful smirk’ (as we refer to it), is a nod to our team’s ethos for working hard together, playing hard together, and always having our customer’s back - together.

WHAT IS AHEAD

We are thrilled to unveil our new brand identity designed to carry our mission of making construction lending safe for all stakeholders far into the future. We hope you enjoy it, too!

Look for more innovations from Land Gorilla as we continue to push construction lending to new heights.

Thanks for reading!

 


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