CUSP’s Bauhaus-inspired Seal+Co rebrand does away with corporate accountancy traditions
Established in 1992, Seal+Co is an Edmonton, Canada-based boutique accountancy firm that specialises in financial statements, tax returns, bookkeeping and software assistance. Seeking a progressive but not drastic rebrand, Seal+Co sought the expertise of global creative collective CUSP, who in turn, developed a contemporary update to their existing identity that acknowledges what came before it.
As a result, the identity system feels suitably confident, professional and trustworthy, but incorporates edgier, more playful elements such as ‘Bauhaus-style’ geometric shapes to dash the corporate stigmas around accountancy. Designed to “convey the idea of problem-solving in an abstract fashion,” the rounded forms appear in varying iterations, from subtle outlines to loud, colourful blocks.
Typographically, the identity revolves around a considered pairing of Pangram Pangram Foundry’s Telegraf and Commercial Type’s Canela. In reference to the former, CUSP explains that they “wanted to use a sans serif with a timeless feel to it but also wanted to have some personality”, while the latter, Canela, acts as a statement juxtaposition with its sharp edges and elegant contrasts. The identity seamlessly moves between the two typefaces, offering an exciting unpredictability far removed from the often static nature of old-world financial branding.
To further set Seal+Co apart from their competitors, the studio introduced orange as a vibrant accent colour alongside the primary palette of black and white. “All of their current competitors have a very buttoned-up conservative colour palette of blue or grey – the introduction of orange makes them more personable and approachable,” CUSP concludes.