Business / App Logo
The creative brief for this project stated that the company needed a logo for a bookkeeping business for small to mid-sized companies, specializing in local businesses, start-ups, and self employed individuals. They wanted the vibe to be homegrown not overly formal / corporate since they were targeting a youthful audience.
Graphic Style
The client specifically requested dark or light neutrals (black and / or grays) and pink. They wanted a sophisticated, luxurious logo that would target a younger audience. In addition, they made it a point to inform that they did not want animals, flowers, or symbols like a calculator or laptop.
Design Strategy
Oftentimes, simplicity yields luxury. I kept this logo simple. Using a sans-serif font that was quite geometric already, I customized it further to make the letters (with the exception of “k”) appear rounder. Why rounded? For the geometry aspect. This simplistic look is one that resembles circles and lines which are major elements in the field of geometry, and, mathematics in general. That (and the square frame) was my way of embedding a mathematical theme to an accounting company’s logo without the use of iconography or other imagery.
The Details
The pink area in the “k” is emphasized to look like the “less than” symbol. And since the target audience is made up of both men and women, in order to make this appealing to both genders despite the vivid pink, the logo was placed in a box to represent security, trust in the company, and in contrast to the rounded letterforms, it gives a sort of masculinity with the sharp edges of the square’s corners.
