The founders of Sonder, a finance-focused startup, approached me with a clear but challenging brief: create a logo that balanced traditional financial credibility with a modern, forward-thinking edge. They wanted something clean, timeless, and grounded — but not boring. And they knew one thing for sure: the design had to feature an “S.”

I began by exploring different visual interpretations of the letter — sharp versus soft forms, serif versus geometric, abstract versus literal. The goal was to find a mark that could live comfortably in a financial ecosystem without blending into it. I also drew on classic design cues often seen in established finance firms — symmetry, restraint, and clarity — while stripping away the visual heaviness that tends to dominate the space.

The final logo featured a stylized “S” that struck a balance between formality and simplicity. It felt structured without feeling stiff, and versatile enough to be used across digital, print, and product surfaces. I paired it with a modernized color palette and typography system that kept things clean but confident.

This project was a reminder that great branding doesn’t have to shout. Sometimes the right move is restraint — as long as it’s intentional.