Studio Sly’s kinetic identity for AccountArts reflects its fluid practice and professionalism
Heralded by the idea of flowing – from ‘cash flow’ and ‘work flow’ to ‘life flow’ – the identity for Melbourne-based bookkeeping company AccountArts explores the fluidity of its creative industry-focused practice; contrasting organic, fabric movement with stark kinetic typography. Developed by Melbourne-based design practice Studio Sly, the success of AccountArt’s type-led identity comes partly at the hands of GUST’s TeX Gyre and Forgotten Shapes’ Kleukens-Egyptienne, which make up the leading and supporting typefaces – choices that, as discussed by Creative Director Lauren Finks, were easy to make.
“Kleukens immediately came to mind as I was after something that felt familiar and established,” Finks tells us, “but also had quirks and kicks and little more personality than some serifs,” capturing a candour and humanity akin to AccountArts’ founder and professional practice. “TeX Gyre was the perfect counterbalance to bring the contemporary feel we needed,” she continues, creating a charismatic, contrasting combination of typefaces that aims to connect with AccountArts’ creative audience, as aided by the brand’s monochromatic palette, forming a sharp, timeless precision at the core of the brand.
Taking inspiration from its previous identity, Finks explains the bracketed design of the logomark, telling us, “it was a reimagination of the founder’s original ‘AA’ mark,” adding that she “wanted to keep a reference to the original, but it needed to be modernised.”
“The kinetic layouts are totally freeform,” Finks remarks, referring to the kinetic, typographic motifs found across the identity – from debossed business cards to fluid digital expression. “They demonstrate that while numbers are black and white, there can be beauty, flexibility and movement about them,” Finks concludes, “the randomness can be altered into a fluid form which is exactly how the founder helps her clients – by un-randomising numbers.”
TeX Gyre by GUST