logo crit please
Out of context: Reply #23
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the word 'essentials' coupled with the vintage look of the majority of your versions looks like some kind of organic skincare/cosmetic company. It does not say finance.
thumbs up and down is ridiculous, the arrows pointing up and down is too precarious for a finance company and none of them look 'sturdy', reliable or established enough to look like you would trust them.
There seems to be no clear propositions set out, and they all appear more on the nostalgic tip, and look more like hair salons or a traditional pub.
You've also neglected their strapline entirely which I think is essential considering the difficulty you are having positioning them correctly as someone you would trust with your money, particularly in such desperate times.
I'd start again with three clear routes as to your message, and look to produce something much more solid and grounded.