Surely by now you’ve seen the Topdot logo. Topdot is the latest mortgage company to spring up and they’ve got a monstrous presence. Just yesterday I was on the Long Island Rail Road and they had a signage presence at almost every station with rows of big, bold, lime green posters with clever sayings. They were hard to miss.
And what a relief! Not just their 5% interest rate offering (which has some fine print, btw), but their logo is sensational! I love it! Yes, I know. You were expecting me to talk about why this logo sucks, but it doesn’t suck — not even a little bit. (I’m reacting, of course, to the aesthetic qualities of the logo, more than the branding effectiveness.)