National Job Finders was a new enterprise providing a new service to the insurance industry. In developing the brand, I focused on simplicity and ensuring that the companys purpose was very apparent. Additionally, I wanted the designs to feel established, so that it was not apparent that NJF was a start up. This was reflected in my font choices as a serif font gives the feeling of formality and in color choices, because blue is the most widely used color for corporate logos.

 

In developing the brand identity, I wanted to keep the overall theme minimal in grayscale with one color to add punch. Blue was chosen to tie into the national theme, and the final concept is essentially an abstract flag.