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LET ME TELL YOU ABOUT US:

All American Mortgage Corp is a direct lender (mortgage banker, selling to Freddie Mac) in the Chicago area with licenses to operate in Illinois, Wisconsin and Florida with more states coming online shortly.

The name "All Ameican Mortgage Corp" is weak at best. We know that and it's quite generic. What we are seeking to do is rebrand ourselves with a very specific business model.

We feel very confident that we can be a low-cost producer with a very nice customer experience while also providing a good flat-fee model for clients provided we specialize and focus our efforts only on "vanilla mortgages". A vanilla mortgage is one that is easy to do: Salaried borrowers, good equity in their homes, strong credit scores, not in a condo, no subordinate financing, etc. With this being our target audience we need to focus our branding on simplicity.

The logo is phase one of our effort. Phase two will be a web page and phase three will be print medium distribution (by way of highway billboards) that go up once we secure a position on local radio during a sponsored show on the weekends.

HERE IS WHAT WE NEED:

I need a new logo that works with the name and the fact we are in the mortgage business.

I don't know, as I'm not smart enough in areas of design, to feel strongly one way or another on how the logo comes across - cartoonish? Professional? Image vs. word? And, understand I lack any formal education to differentiate amongst these types of logos and am likely a poor judge of design. The fact I use a MacBook Pro only states I value my time and is not a validation of my inner artist.

OUR TARGET AUDIENCE IS:

Educated consumers who understand the mortgage business enough to realize their loan is a "slam-dunk, no brainer" AND seek to understand the reality that our firm needs a fair profit on a deal. One of the things that will happen here is our firm will be 100% transparent in all of the transaction expenses for a loan AND we'll allow a client to choose what rate they want - as our fee will be exactly the same regardless of the interest rate. While this last sentence may be a surprise to you reading this - you're unaware of how our business normally works. And, while it requires a detailed explaination, I don't want to take the time here to do it - just trust me.

What I don't want (yet) are first time buyers, FHA buyers, complicated transactions and the like.

WE LIKE THESE DESIGNS:

Well, I love simple. That's the best I can do for you. Apple Logo, Nike, Frog Design much of the work Sapient has produced.....

WE ABSOLUTELY MUST HAVE (or we don't want to see) THIS IN OUR DESIGN:

No clue.

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