• US$150

• 190 designs

• 92 designers

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Logo Design Brief

Logo Design Brief

Brand Name: 321 Hard Money

Company Overview

321 Hard Money is a direct private real estate lending company specializing in fast, asset-backed loans for commercial and investment real estate transactions under approximately $5 million. The company provides capital using private funds, not institutional bank money, brokered loans, or pooled investment funds.

The business operates on a direct lending model. There are no broker points, origination fees, or middlemen. Loans are typically structured as interest-only, around 11 percent, and secured by a first deed of trust. Borrowers are responsible for third-party closing costs such as title, legal, and servicing, but the lender does not profit from those fees.

The value proposition is simple: speed, clarity, and direct access to the decision-maker. Borrowers are not routed through call centers or sales teams. When someone works with 321 Hard Money, they deal directly with the lender.

Target Audience

The primary audience includes:

Commercial real estate investors

Business owners with income-producing properties

Real estate agents and mortgage brokers seeking fast solutions when banks decline deals

Borrowers who understand private lending and value execution speed

This brand is not designed for consumer loans, owner-occupied homes, or fix-and-flip projects. The target audience is financially literate, pragmatic, and typically experienced with real estate or private capital.

Brand Personality

321 Hard Money should feel:

Direct and decisive

Professional but not corporate

Trustworthy and competent

Approachable and human

Confident without being aggressive

The brand should avoid anything that feels predatory, gimmicky, or overly flashy. This is a relationship-driven business built on trust and execution, not hype.

Name Meaning and Concept Direction

The name “321 Hard Money” implies readiness, momentum, and action. The countdown concept suggests that once a deal is ready, funding can move quickly and efficiently.

The logo should subtly reinforce this idea of speed and decisiveness without relying on obvious or overused symbols. Avoid literal countdown clocks, stopwatches, flames, lightning bolts, or racing imagery. The emphasis should be on clarity and confidence, not urgency for urgency’s sake.

Visual Style Guidance

Preferred characteristics include:

Clean, modern typography

Strong, legible wordmark that works well in a website header

Optional simple icon or mark that can stand alone if needed

Balanced proportions that feel stable and trustworthy

The logo should feel refined and professional while remaining approachable. It should not resemble a bank logo, government seal, or consumer finance brand.

Avoid:

Cartoon-style or novelty fonts

Overly complex illustrations

Payday loan or consumer lending visual cues

Stock or generic-looking design elements

Color Preferences

Open to designer recommendations, but preferred directions include:

Deep blues, navy, charcoal, slate, or dark gray for trust and stability

Muted accent colors or subtle metallic tones if appropriate

Clean contrast that works in both light and dark layouts

Avoid neon colors, bright reds, or high-saturation palettes that feel aggressive or alarmist.

Usage Requirements

The logo must work well across multiple applications, including:

Website header and footer

Pre-qualification and form pages

Email signatures and digital documents

Future printed materials such as business cards or signage

The logo should scale cleanly, remain readable at small sizes, and function effectively in full color, grayscale, and black and white.

Final Notes

The 321 Hard Money logo should communicate trust, speed, and competence in a calm and confident way. It should appeal to serious investors and professionals who value direct access to capital, fast decisions, and transparent lending relationships.

This logo will form the foundation of the brand’s visual identity and should feel timeless, not trendy.

Target Market(s)

People who need private loans but don't want to use a bank or in a big hurry.

Industry/Entity Type

Private Lending

Logo Text

321 Hard Money

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Logo styles of interest

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Font styles to use

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Look and feel

Each slider illustrates characteristics of the customer's brand and the style your logo design should communicate.

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Requirements

Must have

• 321 Hard Money