Lanco Exchange Services approached me at a pivotal stage in their growth, seeking a refreshed visual identity that would reflect their professionalism and the trust they’ve earned over decades of facilitating 1031 exchanges. I led the creative transformation from strategy to execution—starting with a distinctive brand mark and expanding into a complete visual overhaul. This included a cohesive suite of collateral that elevated their image across every touchpoint. The result was a modern, polished brand that communicates their core values of security, clarity, and personalized service, giving them a sharper, more unified presence and helping them stand out in a competitive financial space.
The Lanco Exchange logo was designed to visually capture the core function of their business—exchange. I used the letter “L” to form two arrows pointing in opposite directions, symbolizing the give-and-take nature of 1031 transactions. These opposing arrows also intersect to form an “X,” cleverly reinforcing the idea of “exchange” while tying directly to the company name. The logotype uses the Century Gothic font family—a modern, geometric sans-serif known for its clean lines and spacious forms—chosen for its contemporary appeal and readability. I developed two distinct versions of the logo: one in dark and light blue to evoke trust and professionalism, and another in gold and black for a more elevated, sophisticated tone.
