SRJ accounting services identity redesign

SRJ's logo was looking tired and outdated. They hadn't changed it in at least 15 years. So, they asked me to refresh it for them.

The brief

The new logo had to appeal to new clients, but not alienate the existing ones. And show SRJ as a premium, yet approachable, accountancy firm.

The problem solved

I presented seven strong concepts to the client. (Usually I present three, but the ideas just kept coming.) They chose the one you see here, as they felt it answered the brief by being friendly, approachable, yet professional. Just like SRJ.