I wanted Carly's logo and slogan to express safety, cleanliness and clarity to her clients. With this in mind, I created the keyhole logo and paired it with the slogan, "Trust is the key." The keyhole represents opportunity and provides a sense of "Welcome home." The serif font conveys timeless values, while the black and white branding allows the real focus to be on her listings. The power and strength of this branding is truly in its simplicity.