Penny Lane is an accountancy and bookkeeping service based in Surrey. They offer a range of services for SMEs; from tax returns and accounting to payroll and reporting while breaking free from the dusty, serious image often associated with accountants.
Our research showed that many accountants in the area had a formal, corporate approach to their identity and marketing communications. While they sold their expertise and skills well, there was little warmth or personality in their brands.
Our proposed logo design uses a rounded typeface to give a feeling of friendliness and approachability. The colour scheme was chosen to be fresh and vibrant and ultimately very different to the colours often used by accountants. With such a great, memorable name we ditched the use of an additional mark and focused on a type-based solution.
Icons were created to add flexibility to the identity and demonstrate the range of services on offer. They were designed to integrate with the rounded style of the logotype and push the colour scheme further with the use of overlays.
The proposed stationery designs show the flexibility of the icons which can be blown up big for impact, or kept small to show the services on offer. Penny Lane is preparing for launch with a website design also in the pipeline.