aBx is a new and upcoming CPA and Advisors company in Puerto Rico with an additional array of services like automation and programming of tailored accounting software & solutions.
During the initial stages of the project, the core themes, motifs, and guiding principles used in the creation of the brand identity in development for aBx were the following:
Avoid trite and cliché symbolisms
Maintain simplicity throughout the different lock-ups
Lean towards abstraction
Brand image should feel trustworthy
Brand image should feel related, in part, to technology
Serious and formal without being bland
Freshness, innovation, outside-the-box thinking
About the logo
The elements are slanted to create dynamism, while the right-most bar has an additional stroke, which alludes to the letter x. This also creates the shape of a text bubble, emphasizing the communication between brand & client.
When straightened, the logomark resembles a bar chart. One of the main goals was to avoid concepts that are trite and overused, but by taking this to abstraction, it is hidden, yet lies in plain sight.