New American Funding

New American Funding, a national mortgage lender offering conventional, FHA, VA, jumbo and reverse loans, opened an office on West March Lane near Sherwood Mall. The building's tall red brick monument already carried other tenants, Freedom Mortgage and Hill Physicians among them, so the new name had to fit the existing structure and still read clearly. Inside, the lobby needed a sign of its own.

On the monument, we stud-mounted 3/8-inch-thick polished brass letters and the star logo directly to the brick, with newamerican in large lowercase letters and FUNDING spaced out in smaller capitals beneath. The polished brass catches the sun and stands out cleanly against the red brick. In the lobby, we made the logo and letters from 1/4-inch flat-cut aluminum with a brushed, clear-coated finish, then laid them out with a pattern and stud-mounted them on the pale blue wall behind the reception desk, where they sit just off the surface and cast a soft shadow.

Dimensional letters are a natural fit for professional offices: they add a classic, finished look outdoors without being loud, and a lobby logo gives visiting clients a clear sense of the brand the moment they walk in.