(Est. 2015) “Unlike a traditional broker, Habito analyses every mortgage on the market from over 70 lenders to find the best one for you in seconds. Once we find you the right mortgage, we’ll be with you every step of the way. You’ll have a dedicated mortgage expert who will keep you updated with the progress of your application from start to finish, and will always be on the end of the phone or livechat to answer your questions. Habito will get you the best mortgage possible. Fast, transparent and impartial - we’ll take care of it. Using a unique combination of cutting edge technology and industry-leading mortgage experts, homebuyers can, for the first time, be sure they are getting the best deal for them.”
MultiAdaptor (London, UK)
Expressing Habito’s purpose, the brand idea is born from the ‘little lift’ that Habito provides, by making the usually heavy, painful and arduous process of getting a mortgage, altogether simpler and easier.
The bold logo puts this emotional benefit at the heart of the brand, with the elevated ‘O’ lifting away from the other characters, while also helping with the pronunciation of the unique name.
The brand’s personality conveys the two sides of the business: the cutting-edge machine-learning that powers the platform; and the real people on the frontline, putting customers’ interests’ first.
This is brought to life through contrasting the highly-structured, machine-like quality of the Habito logo, iconography and typeface, with the hand-cut forms and natural colour-palette.
Images (opinion after)
I posted the logo on Spotted back in September and it didn’t get much traction (which is fine and understandable as there wasn’t much to the story). Now we have a proper case study and a credit. The old logo was fine; it had a kind of home furniture aesthetic that, although friendly, didn’t quite convey the idea of machine-driven, mortgage finding. The new logo has a more appropriate industrial and techie look. Without the explanation of the lifted “O” it’s not entirely clear why the “O” is lifted, although it does work as a kind of inverted accent, since the “O” isn’t pronounced as the usual terminal “O” — see this spot for pronunciation. Anyway, it’s a good-looking logo that has a more serious personality and is less generic than before. The identity revolves around dots and lines moving upwards at an angle, playing on the brand idea of lifting the worries of finding a mortgage. I doubt it conveys specifically that to anyone but it definitely feels optimistic and energetic, which is more that can be said for any mortgage company. The color palette is pretty nice — neither pastel-trendy nor retina-burning-trendy. Overall, it’s a pretty solid and attractive identity.