July 2020


We love the concept behind DealBrokers, and we’re thrilled to have been able to help them communicate it with their logo. They wanted a logo that communicated their business concept: negotiating. They had a set colour palette in mind, and the rest was up to us.

We started by brainstorming options for how to portray negotiation in one simple image. We looked at everything from a handshake to bar graphs, but eventually settled on what you see today: a slightly abstract take on the “greater than” – “less than” symbols.

This was an exciting project because it gave us the opportunity to really dig into the client’s business model and understand what they do, why they do it, and how they want their customers to feel when they deal with them. It also allowed us to explore how we could visually communicate those things in an interesting way that would help differentiate them from their competitors without being gimmicky.

this brand - brand strategy - graphic design - web design and development - New Zealand - Australia

You have really understood what I was looking for in a logo.

Steve - DealBrokers

Logo development

The logo uses the “greater than”, “less than” symbols to illustrate both aspects of the negotiation service; getting more than or paying less than. The final symbol is rotated to illustrate up and down for more and less.

The font used contains excellent geometrical proportions for fast and easy reading and well-rounded shapes to illustrate coins/money.

The tagline uses a lighter-weight font to add balance and serve as a visual underline to the name.

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