We're a private lender to local Seattle area investors and developers of real estate - these are homebuilders, investors buying commercial properties and residential fix and flip investors. We don't do home loans for end users or primary residences though, we provide loans only for commercial or investment purposes.
We'd like to convey that we're professional, progressive, creative, flexible and approachable, as we plan to have "Financed by Viewcrest Capital" signs at projects we fund. Many money managers/investment firms have logos that tend to appear too rigid and formal, almost like a law firm. We don't want that; we don't wear suits and we don't want to intimidate prospective clients. But neither do we want to appear whimsical, overly casual or too informal. We tend to wear a nice pair of jeans together with a button down shirt and we usually have our sleeves rolled up.
Please avoid cliche images of buildings, as we see ourselves more as a financial or investment firm vs. a real estate or construction business.
We chose the name Viewcrest Capital because it conveys that clients/borrowers who work with us will have a good view/vantage of their competitive landscape from the crest/top of the hill.
An image that incorporates the concept above would be nice to see on some submissions, but not a requirement. We're open minded to all types of designs but we'd also like to see a few submissions of Viewcrest in all lower case and Capital in a smaller font size on a 2nd line. Neither image or words should overpower the other; should be balanced.