Ascentia CPA
Brand Development
What is Ascentia CPA?
Ascentia CPA is a team of Certified Professional Accountants using the latest in accounting technology to help clients reach their business goals.
The Project
The team originally came to us with no name, so myself and two other colleagues explored a huge amount of name possibilities, looking for something inspiring with a focus on two things: a sense of growth and upward motion. Ascentia is a name created from the word "Ascend". From there, I worked to create mood boards, key words, colour themes, multiple logo concepts, brand guide, and other materials and mockups, to create a full branding concept for this new company.
The Logo
The "A" or triangle shape evokes a sense of stability, of having a strong foundation, yet shows growth and upward motion. The sharp line is also indicative of a graph, a classic symbol of accounting. Overall, the logo gives a sense of overcoming financial stress and burden, with Ascentia guiding you to the summit, finally getting your team on top of overwhelming and complex finances.
Key Words
Ascending, upward motion, growth, trustworthy, youthful, professional, fresh.
Other Concepts & Process:
It's interesting to look back on the beginnings of a project, to remember explored ideas, unused rough logo designs, colour palettes, and the moodboards that kicked off the entire brand journey.
Original Moodboard:
