Introducing Milo’s Fresh New Look
January 20, 2021 • 3 min read
Two years ago we founded Milo to help global consumers realize their dreams of home ownership in the United States — and what a journey it has been! Bringing new solutions into the world is exciting, fun, and challenging. We’ve made mistakes, we’ve learned, and we’ve persevered.
To date, we have provided millions in U.S. home loans to foreign nationals, cut the processing time in half, provided competitive rates, and approved 89% of the applications we received.
We’ve redefined the U.S. home loan experience for global consumers.
This journey inspired us to dream bigger than we’ve ever imagined. We’ve grown as a company and as a team, and gotten closer to our customers. Today, we are more than a direct mortgage lender. We’re on a mission to build a brighter financial future for the global consumer.
As we evolved, so has our brand identity. Today, we are proud to share with you the new Milo brand.
Dave Buck said that “Your brand is a gateway to your true work.”
We’ve reimagined our brand identity to reflect our dedication to innovation and customer delight. Every image, color, shape and typeface tells the story of our company and customers.
“For some mysterious reason, the owl has always been present in my life” – Josip Rupena, CEO, Milo Credit.
The owl, in many cultures, serves as a symbol of wisdom, inspiring courage, agility, and belief in mystery. Old legends depict owls as spiritual guides — symbols of rebirth, transformation and supernatural power. It’s not lost on us that the owl can also portend a good financial situation in the near future.
Our owl acts as a guide, taking our customers through the steps of their home ownership journey. We call him “Deco” – inspired by the magic of the Art Deco district of Miami where Milo was founded and operates today (#MiamiTechProud).
Deco perches on a key, which signifies our brand promise to “unlock what’s possible.” The diamond-shaped “bow” represents a microchip, or the innovative tech powering our digital solutions. The branch-like “bitting” suggests a growth mindset rooted in the nurturing of our customers and our teams. This may be more locksmithing nomenclature than you’re used to, but we wanted to share the thought that went into this enduring symbol of trust.
Most of our customers today come from Latin America, which has a rich tradition of typographic design. One of our favorite foundries, Sudtipos, created Downtempo, a font that infuses culture and commerce with austere sophistication. We landed on the final wordmark by harmonizing the letters with the curves of Deco’s feathers. The end result represents the elegance and technical sophistication of our solutions.
The color palette consists of rich blues and golds, chosen to reflect our values of professionalism, quality, courage, and trust.
Join the Evolution
Milo has grown and innovated quickly, and so has our company culture. Our relationships with our customers have also grown and deepened. We recognized that our brand needed to evolve along with us.
We were fortunate to work with some phenomenal design talent from Fusion Media, who became an integral part of our team. We came to relish our creative reviews the way you might a new episode of a binge-worthy TV show — the concepts were always thrilling and unexpected. In our many conversations and iterations, Fusion distilled elements of our company, values, and offering into an identity that reflects our mission — and just as important — our abiding passion for serving our customers.
So, to our customers, investors and partners — thank you for being our inspiration.
Scott Bedbury said “A great brand is a story that is never completely told.” We are just getting started on our story, and we welcome you to a be part of it.
The opinions expressed in the Blog are for general informational purposes only and are not intended to provide specific advice or recommendations for any individual or on any specific security or investment product.
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