CRS Accountancy

Clear and simple identity for newly formed Cheshire accountants

Brand DevelopmentTone-of-voiceBrand GuidelinesFront-End Web DesignWordpress Development

The client

CRS Accountancy is a newly formed independent business located in Cheshire. Founder, Chris Smith, has over 25 years of accountancy experience. Due to a change in circumstance, he decided to set up his own business in early 2020.

The challenge

Chris approached us to create a logo and branding for his new business alongside the design and print of business stationery and a website. The brief was quite open, we approached it intending to produce a range of different concepts to choose from and develop. The branding needed to be approachable, authoritative and straightforward.

The result

We produced a customer-focused brand based on simplicity, approachability and professionalism. This is reflected in the logo design, tone of voice and photography style.

The CRS logo comprises of a custom logomark and logotype. The logomark derives from one of the earliest known accountancy tools – the abacus, providing a visual and conceptual representation of simplicity and approachability. The CRS acronym is also set in a clean, well-balanced sans-serif font, creating a modern and trustworthy aesthetic.

The straightforward and approachable facets of the CRS identity are communicated through a tone of voice that is conversational and uncomplicated. Always professional and authoritative.

Inclusivity, relatability and simplicity. These three themes are central to the photography style of CRS. Models, staging, lighting and style have all been considered to develop a coherent photo library that projects a refreshing and customer-focused brand image. The website design takes cues from the abacus element with large rounded corners, overlapping containers and an abacus bead icon running throughout the site.