Joint effort: how Acute’s considered identity for Weisser+Haselauer signals the growth of the firm
Abiding by their family motto, ‘grow with us,’ accountancy firm ‘Haselauer’ evolved into ‘Weisser Haselauer’ when the daughter of the Haselauer family and her husband, Mr. Weisser, took over the firm. As a way to express this evolution, the Vienna-based creative practice, Acute, developed a new identity and communication strategy. By choosing a purely typographic approach to the new look, they aimed to create a classic yet contemporary aesthetic – something which immediately conveys the firm’s innate sense of reliability.
First and foremost, the new name ‘Weisser+Haselauer’ is placed front and centre with the inclusion of a new ‘+’ sign – an addition by Acute – representing the growth of the company, and the mathematics of accounting. As the most prominent element of the identity, the wordmark is set in the sophisticated sans serif Albra Sans Light. The remaining typefaces used are from the collective Albra family by Ultra Kühl, reinforcing the unity of the brand. For big headlines and the slogan ‘Mit uns wachsen’ (Grow with us), the studio utilised Albra Display Light. Albra Grotesk Light is used for the logo subline, body copy, and captions, while Albra Grotesk Regular is used for captions and online content – lending a practical, consistent flavour to the typographic treatment.
“The colour palette is actually heavily influenced by the availability and choice of paper stock,” Founder Isabella Thaller reveals. Two types of coloured paper stock, along with white, are incorporated to create a subtle yet distinctive look. ‘High White’ along with ‘Mist’ by Colorplan and ‘Albatross’ by Keaykolour are used for the background, while the logotype and text are printed in midnight blue.