As LendingTree continues to grow, we wanted a logo and a brand that resonates with a wider audience. One that conveys trust, while also paying tribute to our legacy. Although we explored hundreds of different directions, we quickly decided to utilize the brand identity that we’ve accumulated over the past two decades by evolving our current logo. This is usually accomplished by keeping a shape, color, or overall style, which in our case was the leaf. We paid tribute to some of our most popular historic logos, while putting a modern twist on it. We’ve introduced new colors that specifically represent loyalty, longevity and tranquility, making the overall brand satisfy our goal of making things more welcoming.
Branding aside, the process was the real journey. Being the major online performance marketing business that LendingTree is, we tested several theories and concepts to avoid negatively affecting the business. The process was extensive but having the opportunity to work with thousands of consumers made it easier. We chose logo concepts that had the most visual impressions and positive reactions, based on actual consumer data. The users really helped guide the process and in turn removed any personal biases. We don't always know what will resonate with consumers, but having the data at hand helped us determine the change was necessary.