The Challenge
The identity needed to feel credible and finance-ready without looking cold or overly traditional. It had to communicate taxation, clarity, and calculation while still giving the brand a more modern and approachable presence.
Our Approach
I built the concept around a serif wordmark and replaced the "x" with a stylized percent sign using a diagonal slash and two dots. That move immediately reinforces themes of taxation, finance, percentages, and calculation while keeping the wordmark clean and memorable. The dark navy typography was chosen to communicate trust, authority, and reliability, while the teal accents introduce a more contemporary fintech feel associated with innovation, simplicity, and clarity.
Outcome
The final identity gives the brand a stronger signature that feels both professional and current, positioning it well for a tax, accounting, or financial technology platform focused on making complex financial processes feel smarter, clearer, and more approachable.