Brand review · Rev 2026.6 · round 2 · for Mike, Justin, Connor & Jessica
Pick the logo. Say what you actually think.
Round 1 didn’t land, so this is round 2 — three executions of the one thing Mike asked for on 8/18: a big bold H filling the square, and the wordmark dropping its own H so the square carries it. Vote, comment, done — takes two minutes.
What we heard on the call
Every concept below follows these, plus the 8/18 ruling: the square is the H — the wordmark reads IPSON, pulled tight against the box, the way today’s logo works. If we got one wrong, say so in the comments — that's what this page is for.
“Kill Benefits.”
The word is gone from every mark. The wordmark now reads IPSON against the square — with or without INVESTMENTS underneath, your call.
“Make the H lead.”
The legacy H was small inside its box. In all three it fills the square — and the wordmark gives up its own H, so the square has to carry it. The mark also works alone as a watermark or app icon.
“Blue leads, orange accents.”
Deep navy carries the identity; orange is the one warm signal — used once per mark, never twice.
“Watermark it.”
Each square is drawn to survive at 5% opacity behind a proposal, and at 32px in a browser tab.
Today's mark
The one we're evolving, not erasing.
The bevelled box, the serif H, the offset shadow. Thirty years of equity sits in that square — the question is which version of it walks into 2027.
Pick one — round 2
Round 1 (A–E) was declined on the 8/18 call, and the direction is now settled: the square holds a big bold H, and the wordmark drops its own H so the square is the H — the way today’s logo works. F, G and H are that same idea executed three ways — what differs is how the square is drawn, not the lockup. N is there if the direction itself is wrong. Tap one; you can change your mind until you press send at the bottom.
Round 1 (A–E) — declined 8/18, kept for the record
However you vote, the mark has to survive these
Colour & type
Justin asked on the call why orange. Short answer: it's one of the few accents that stays warm without reading cheap next to navy, and it's ownable — none of the national brokers use it. Blue still leads everywhere.
The primary. Grounds, marks, imagery wash.
One warm signal per screen — the action, the number.
Structure only: rules, frames, quiet labels.
Near-black base the whole site sits on.
Barlow Condensed
Headlines, numbers, labels. Confident and tight — it's the voice.
Barlow — body copy. Plain, readable at small sizes, and it doesn't fight the headline for attention.
Everything a client actually reads.
Photography — the new direction
Jessica's note was the fix: the old opener looked like a parts manufacturer, and it wasn't clear what we do. These are the replacements now on the site — corporate rooms, real faces, a mix of industries. No warehouse aisles.
The AI photos of Mike and Justin are gone from the site — the family was clear about those. Real professional headshots go in as soon as you send them. Nothing here implies a named client or a specific result.
Last step
Tell us what you really think.
Blunt is useful. “The orange is too loud,” “B looks dated,” “nobody will read that headline” — all of it saves a round.
Want to mark up an actual page instead? Open any page with ?review=on at the end of the address and click the comment bubble — those land in the same queue.