Rebranding SBLR: paving a new road forward
SBLR’s visual rebranding projects a modern, approachable image while maintaining professionalism. The new logo, colour palette, and typography aim to resonate with a diverse clientele.
Addressing the (r)evolution
A rebrand, which involves updating or completely overhauling a company’s corporate and visual identity, is a significant undertaking for both the agency and the client. Our clients choose to embark on such a journey for several reasons. For some, this process is used to reposition after a merger or acquisition, and for others, like SBLR, a visual rebrand sparks a sense of life into the brand and helps pave a new route forward for all marketing efforts.
We began our journey with SBLR, a Toronto-based, mid-sized accounting firm, in 2021. Having known the COO for some time, we were brought in to help re-align an organization that had had several ‘looks’ throughout a span of 12 years. None of the identities truly reflected a professional, polished, and solid CPA organization.
Logo design
The rebranding of SBLR’s logo marks a significant shift in its visual identity, aiming to project a more contemporary and approachable image while retaining the essence of trust and professionalism inherent to the industry. The new logo design abandons the classic, rigid motifs often associated with traditional accounting firms, such as ledger books or calculators, and instead adopts a stoic ‘plus’ symbol that suggests growth, dynamicism, and forward-thinking.
Identity guidelines
The colour palette was refreshed to incorporate a blend of deep, trustworthy blues with brighter, more energetic hues like purple and foundational greys and beige colours, providing a balance between stability and innovation. Typography played a crucial role, moving away from the standard serif fonts to a sleeker, more modern sans-serif typeface that is both readable and stylish. This logo transformation is not just a visual change but a strategic move to resonate with a wider, more diverse clientele, ranging from tech-savvy startups to established businesses looking for a fresh perspective in financial management.
Website design
SBLR’s new WordPress-based website and marketing materials were revamped to showcase a cleaner, more user-friendly layout that highlights their services more clearly and efficiently. Messaging was refined to emphasize the firm’s unique selling points, such as personalized client relationships and expertise in cutting-edge financial technologies.
Outcome
Working with SBLR during the rebranding process was incredibly engaging and collaborative, significantly enhancing the project’s success. Their active involvement and insightful feedback were pivotal in shaping a brand identity that truly resonated with their vision and values.
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