I am so proud to have been part of the IDEO team working with the Consumer Financial Protection Bureau in their first year to help shape its branding, culture, and user experience. Designers Elle Luna, Gaston Yagmourian, and I worked together to create the logo for the CFPB. It was a true collaboration, the kind that doesn't often happen so effortlessly.
The logo was developed to achieve three things:
1. Highlight the consumer, not the Bureau
2. Communicate the quest for clarity and fairness
3. Be modern and clean
Lowercase, round letterforms are approachable. A soft beam of light emanates from the ‘c’ to symbolize that consumers are both the focus and foundation for CFPB’s power. Light also connects with notions of transparency and illumination of the best path forward. The green color connotes finance and new growth.