“We’ve outgrown our logo”
Lutz & Associates are a skilled group of expert chartered accountants on the Gold Coast. Their business had grown dramatically both in size and reputation over a decade, and they wanted to appear more professional and credible across their collateral. They felt their logo didn’t represent the quality of their services and was looking dated.
After a brand workshop, we determined that Lutz and Associates’ expert accountants and taxation advisors prided themselves on staying current with all the latest legislation. Their past logo was quite dated and therefore gave the impression of being “old school”. This was clearly a mismatch with one of their key brand values; their logo would better serve them if it reinforced their contemporary, up-to-date expertise. We set out to design a new logo that would ensure the company’s collateral better represented their skills, professionalism and key qualities, to help the company continue to stand out, be heard and grow.
Part of our strategy for these expert accountants was to create a logo that looked like it belongs in its industry and is therefore reassuringly corporate. But that doesn’t mean we couldn’t create something unique and stylish that would impress their potential clients.
While we needed to be conservative in our design approach, we still had scope to have a little fun with the logo.
The ampersand was a nod to the previous logo, but we played with its scale and location.
By placing the ampersand in a circle after “Lutz”, the ampersand acts as a logo marque that draws attention to the first word “Lutz” – which is the business’ nickname and is much more memorable than the longer “Lutz & Associates Chartered Accountants”.
BEFORE
AFTER
