LendingTree hits refresh on brand identity

by Francis Monfort19 Jul 2018

Online loan marketplace LendingTree has announced that it refreshed its logo and brand identity to reflect its transformation over the last 20 years.

LendingTree, which last made significant changes to its logo in 2009, said the company as well as the entire online financial services industry has undergone a transformation since then.

With a modernized and simplified version of its logo, LendingTree is seeking to re-introduce the company and its more diversified, innovative products and services to consumers.

LendingTree’s in-house creative agency designed and produced the new brand identity, which will be progressively rolled out to all products, web and mobile digital assets, and experiences over the next few weeks. Additionally, the company released a new TV spot.

"This update is more than a mere palette swap," LendingTree CMO Brad Wilson said. "We went deep, examining who we are to our customers, and who we could be. Every decision we made—from how we talk, to the color gradient on our leaf—grew from our singular purpose: to help simplify financial decisions for life's meaningful moments through choice, education, and support. Using color theory, research and user-testing, we're taking our well-known brand in a more mature direction that stands out among competition but finds itself somewhere between an innovative start-up and an established, trusted financial institution."


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