Acru

Acru is an an accounting firm that builds customized solutions to instill confidence and empower their clients future. Their mission is to help businesses achieve their goals in accurate accounting, financial reporting, taxes, and data analytics.

Every brand needs a logo to create a visual identity in the world. Acru needed a logo and visual direction that would be distinctive and recognizable. Many accounting firms are identified by palettes of green or blue. Which was the obvious choice. And while obvious can be good, it rarely differentiates. By applying orange to the identity it gave Acru some differentiation and memorability from its competitors.

Each color had a symbolic meaning (orange: the teams creativity to problem solve, green: the growth and wealth Acru’s team will bring its clients, white: for purity, and black: for sophistication.

The brand incorporates graphic elements that give the brand a fun, youthful aesthetic. Each element represents the number of skills, workers, and ingredients needed to achieve company success at Acru.