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.