About the Brand
JP Janse van Rensburg - Financial Services is a Medical Aid Broker that highly values their experience in the industry and the owner is a family man who understands the importance of family. They are currently in the process of rebranding. They specialize in providing personalised medical aid packages, but their customers buy peace of mind for emergencies. The name, JP Janse van Rensburg - Financial Services comes from the owner's name. They currently don't have a slogan but are open to ideas.
The Target Audience
JP Janse van Rensbug - Financial Services targets Individuals and Families, typically both men and women in their 21-40's, who are generally from the Middle to Upper-income class. The brand should create the impression of being easy, comfortable, reliable and affordable. They want to evoke a sense of Hope, Safety, and Trust in their target audience.
tHE gOAL
JP Janse van Rensbug - Financial Services wants a new logo that looks modern and relevant. Their logo will be showcased on their Branding Stationery, Company Profile, and Company Folder. They have requested that the logo include a Birkea Africana if possible.
Let's break it down
The Concept
Typography
Monochrome Variations
Colour Palette
Colour Variations
Web & Social Icons
The Concept
Typography
After choosing a style for the logo, the next step was to add typography. The typefaces has been hand picked to compliment the character and style of the brand.
Primary Typeface
Poppins - Black
About the Font
Geometric sans serif typefaces have always been popular, and with support for both the Devanagari and Latin writing systems, Poppins is an internationalist addition to the genre.
Secondary Typeface
Poppins - Regular
About the Font
Geometric sans serif typefaces have always been popular, and with support for both the Devanagari and Latin writing systems, Poppins is an internationalist addition to the genre.
Monochrome Variations
The logo is designed to work well in one colour on lighter and darker backgrounds.
Vertical
The logo functions perfectly well in a vertical or stacked layout. This means that the logo will work well on vertical applications like smartphones, tablets and roll-up banners.
Horizontal
The logo is designed to be functional in a horizontal layout. This allows you to use the logo on horizontal applications like building signage, websites and stationery.
Colour Palette
Now that the logo has some body, we can add life and personality to it with a dash of colour.
Primary Colour
Aqua Breeze
This fresh aqua tone blends blue’s calmness with green’s natural vitality. It communicates clarity, balance, and a sense of refreshment—like a sea breeze on a warm day. It often evokes innovation, trust, and health, making it popular in wellness, tech, and eco-conscious branding.
Secondary Colour
Coral Punch
A bold and energetic coral-pink, this colour is lively and emotionally expressive. It grabs attention and stirs enthusiasm, playfulness, and boldness without feeling too aggressive. It often appeals to younger audiences or brands wanting to feel vibrant, trendy, or emotionally engaging.
Tertiary Colour
Golden Sunrise
A warm, golden yellow like this communicates optimism, energy, and joy. It brings to mind early morning light—suggesting hope, new beginnings, and positivity. It’s eye-catching and friendly but should be used in moderation to avoid overstimulation.
Light Colour
Frosted Glass
This ultra-light, desaturated blue-white feels clean, soft, and sophisticated. It’s often used to create breathing space, elevate minimalism, and convey purity or modernity. It adds an elegant, quiet confidence to any palette—especially as a background or neutral base.
Dark Colour
Midnight Blue
Deep and moody, Midnight Blue exudes authority, intelligence, and depth. It carries the trust and calm of blue but adds a layer of seriousness and mystery. It’s great for brands that want to come across as refined, grounded, and trustworthy—without going full black.
Text Colour
Charcoal Grey
Charcoal grey communicates balance, stability, and maturity. It's neutral and professional without drawing attention away from other colours. It also gives a sense of calm and dependability, often used in tech, editorial, or sophisticated brand systems to provide visual hierarchy and ease of reading.
Colour Variations
The logo is designed to work well in multiple colours on lighter and darker backgrounds.
Vertical
The logo functions perfectly well in a vertical or stacked layout. This means that the logo will work well on vertical applications like smartphones, tablets and roll-up banners.
Horizontal
The logo is designed to be functional in a horizontal layout. This allows you to use the logo on horizontal applications like building signage, websites and stationery.
Profile Images
The logo is designed to fit inside a profile image that can typically be uploaded to social media platforms like Facebook, LinkedIn and Instagram.
Icons
The logo has icon variations that can be used as app icons, favicons or webclips.
