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Breaking out of the dot com pack |
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Background
As an emerging technology company, Zethus was in danger of being lost in a deluge of dot coms. The real estate transaction portal needed a dynamic identity that would set it apart from its competitors and be easily recognizable to its customers and investors.
Solution
Many of Zethus’ competitors relied on high-tech symbols in their identities. Zethus’ offering was unique in that it moved all of the processes involved in buying, selling and leasing commercial real estate to the Web—it was the first true transaction portal. In developing the logo, it was important that it conveyed the fact that users could actually conduct transactions on the site. Hill crafted a typographical solution, forming the “Z” in Zethus from two arrows that meet in the middle of the letter to convey the idea of transaction. The logo was rendered in red to give it a bold, active character.
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