The Name and Logo of Valueland Mortgages

On August 15, 2002, I was with a friend of mine trying to get a name for this mortgage business. I had Amicable Financial. It sounded royal and interesting. It still is, but really does not give us a character. We moved on to Markham Mortgage, Riverside Mortgages. These are good names, but too ordinary. We tried a few other combinations and we did not like them.

Too tired to continue, I said I wanted to give my clients certain value for arranging their mortgages with us. Like the curve of growth, "Valueline" could be a good name, I thought. I repeated valueline to the friend. He did not hear it clearly and repeated back to me saying "Valueland?" That's it! At that moment, "Valueland" was born.

Well, land is certainly larger than line. But the letter "V" would certainly push us back to the last companies when companies are listed alphabetically. It is said by certain marketing gurus that a business name must be listed near to the top to get noticed such as 1A, A, etc. But, I liked Valueland at that moment. Later, I searched the web for its current uses and found more reasons to use Valueland.

This name survived a night of re-consideration and further reasoning. On August 16, 2002, www.valueland.ca was registered. 

Valueland Mortgages - Always Low Rates

Value is a word that gives a lot of trust in the financial industry such as Value investing and property value. Value means a great deal to a bargain hunter. Value is also a number, but more than a number. So, my initial slogan for Valueland is this: "You find value from Valueland!". And, clients would be happy to find good value from Valueland. My mission is to create value for people who associate with Valueland, whether they are customers, employees or trusted lenders. That's our mission to be relevant for our customers!

I love my brand - Valueland

A few days after the decision, I also designed the logo - an oval with a "V" inside to represent value and stability. The slogan for Valueland Mortgages has now become "Always Low Rates". I want consumers to remember that Valueland offers "low rates" for their mortgages. Low rates save money! 

 

 ( I took a picture of my writing on the beach of Veredero, Cuba, 2009. You could see that I cannot get away from my Valueland!)