I consulted with and branded a new startup aimed at helping financial companies recruit employees. Part of the consultation was helping them come up with their name. One of the main priorities was to have a name that was simple, easy to say, catchy, and have an available domain. FinFit became the obvious choice as it describes exactly what they do – find recruiting fits for financial companies. The logo uses the two f’s in the name and fits them together. The negative space also creates a dollar sign to portray the financial aspect of what they do.