Dissecting The GoodBrokers Logo!

A lot of marketing pundits have said – ‘logo’ ka kaam hai kehna. A good logo is simple, yet it wholly depicts what your brand stands for. Sometimes it’s just an imposing identity that it carries, sometimes it helps you protect your values if you see it that way. We’ve all been over the best logos of all time. Whether it’s (enjoy the trivia – start guessing) the right tick of a sport brand or a bitten fruit of a consumer tech giant, or just the letter m in yellow of a popular fast-food chain, or four interlocking rings of a car brand. I bet you know most of these brands we are talking about here. All these have one thing in common – their logo speaks volumes about their brand.

We know we are too early in our journey to even discuss our brand and logo anywhere close to these greats, but hey! there’s nothing wrong with having a story to tell. So here we present TheGoodBrokers’ very own (we’d like to call it) “All Good” symbol.

You are most likely to see it as resembling the popular ‘OK hand’ emoji, which has its origins in the early 19th century signifying things being OK (all correct) and forming an O and K of sorts with the hand gesture. But in our context, it’s different and has a lot deeper meaning to this. Let’s take a quick look. 

• Firstly, in the Indian context, the OK hand emoji has been used more often to signify something that is good or worth appreciating. (Remember your family WhatsApp groups, the more ‘ok hand’ emojis mean the more they mean to appreciate it). So we drew inspiration from such usage to signify that – with us, you’ll always like it! 

• Secondly, our symbol is actually a flip of the emoji pattern. Now that allows the two fingers to smartly accommodate representing the major initials of the company name – as in ‘G’ for good & ‘b’ for brokers. The ‘b’ pops out in gray behind the black ‘G’ in the forefront. 

• However, next is where it gets interesting in the detailing. If you look closely, the index finger forms an attic ^ shape, representing the house – the key product we deal into. (We bet you went back to check this. ;)) We aim to have our customers get their house hunt process done smoothly, and this attic just goes on to symbolize that aspect of our business. 

• Also, the inner arc formed by the fingers is actually a proper circle – unlike an uneven natural bulge formed by a hand. This represents the complete circle of services that our platform provides from discovery to move-in, all under one roof.  

• Lastly, the primary color yellow. As per traditional Indian science for space planning “Vastu Shastra”, the color yellow signifies illumination, enlightenment, and positivity – which we aim to bring into the system by creating services that have transparency and trust at the core of it. 

Well, now that this is out and live, it might seem something easily made, but what most people won’t know is this was an outcome of weeks of brainstorming, creating multiple versions, and rejecting them until we were convinced with what it really means to us and what we want it to convey.

You’d say, why so much just for the logo? After all, it’s just a symbol and it will get its meaning and identity over years. Maybe, yes. But when we look back, we’d love to be reminded that we put in our heart and soul in carefully building every single piece of this business from day one, including the symbol that we will wear with pride. 🙂