Sample brand, accounting practice
Foxley Accounts: a logo and look for an accountant
People come to an accountant worried about a tax letter in the mail. The look needed to feel calm, exact and kind, on paper and on screen.
Two thin lines sit under the F. It is the double underline an accountant draws beneath a final total, the sign that the sum is done and checked.
Logo and look
The logo, four ways
One mark, set so it works wherever it lands. Every version is one drawing, so it never goes out of step.
- FoxleyAccounting practice
Main logoThe mark and the name side by side. Use this first. - FoxleyAccounting practice
StackedThe same logo, squarer. For signs and narrow spaces. Mark onlyFor stickers, social photos and small corners. - FoxleyAccounting practice
One colorFor stamps, forms and photocopies. No tint needed.
Still clear at 32 pixels
The size of a browser tab or a social photo. A mark that needs detail to be read is not finished.
Logo and look
Colors
Five colors, each with a job. The hex value is what a printer or a web designer asks for.
Ledger
#1D2B2A
Main color for the logo and all text
Ruled paper
#F6F4EC
The background, like a clean page
Red pencil
#B3321F
Buttons and the one thing to look at
Brass
#D6A93C
A warm highlight, used on ledger
Slate
#55605E
Smaller text and quiet details
Logo and look
Typefaces
One for names and headings, one for everything you read.
Libre Franklin
Names and headings
Your numbers in plain words
Source Serif 4
Letters, summaries and body text
A short letter after every meeting, saying what we did and what comes next.
Logo and look
The logo at work
Drawn the way it would look on the things this business really uses.
- Foxley
Your numbers in plain words.
Taxes done on time, and a clear letter after each meeting.
Make an appointmentSample drawing. Not a real item.
Website header
A light header, four menu items and one button.
Sample drawing. Not a real item.
Business card
Turn it over for the details.
- FoxleyAccounting practicePlease come inAppointments on the first floor
Sample drawing. Not a real item.
Door plate
A quiet sign that says you are in the right place.
- foxley.exampleFoxleyYour year end summaryFor Hartley Joinery, tax year 2026
- Money in for the year
- Costs you can claim
- Tax due, and the date
- Set aside each month
Tax to paySample drawing. Not a real item.
Letter
The mark small at the top, large type, and the total underlined twice.
Sample drawing. Not a real item.
Tax folder
One folder per client, handed over at the first meeting.
Logo and look
What this brand set includes
- 01A main logo, a stacked logo, a mark on its own and a one color version
- 02Five colors from ledger ink, paper and one red pencil
- 03Two typefaces, firm for headings and gentle for long letters
- 04Letter, tax folder, door plate and business card
How we would build it
This is a sample for a made-up business. There is no client and no result to report: this is how we would plan and build it for a real one.
The problem
Most people visit an accountant because something is worrying them: a letter, a deadline, a pile of receipts. A practice that sends untidy letters in three different styles adds to the worry. The care that goes into the work does not show on the page.
What we built
For Foxley Accounts, a made up accounting practice, we would draw a logo and look that is calm and exact. The letter F stands on two thin lines, the double underline an accountant draws beneath a final total. It tells a client the sum has been done and checked. We would then carry it onto the letters, the folders, the door plate and the website.
Problem and answer
Letters to clients are plain text with no clear look.
A letter in the practice's colors and type, with the mark small at the top, large readable text and the total underlined twice.
A thin mark with fine lines looks weak on a folder or a photocopy.
The F is drawn in heavy strokes with the underline kept simple. We check it at 32 pixels and in one color so it survives being copied.
Folders are plain and a client's papers get mixed up.
One folder per client in a warm brass color, with the name, the tax year and a short line on what to bring to the meeting.
The look feels cold, like a bank.
A ledger green and paper base with one red pencil color used only for the thing to look at. A serif for long letters keeps it kind.
Nobody knows which fonts to use in letters and on the website.
Two typefaces. Libre Franklin for names and headings, and Source Serif 4 for letters, summaries and body text.
How it works
- 01The owner sends a letter, a folder and a screenshot of the current website.
- 02We show a few ideas for the mark on a letter and a folder. The owner picks one.
- 03We set the colors and type, then draw the logo onto each real thing: letter, folder, door plate, business card and website.
- 04The owner receives every file, and a letter template to use in the tools they already have.
Works with
- A printer, for folders, letterhead and business cards
- Word or Google Docs, so the letter template works where the practice already writes
- A sign maker, for the door plate
- The practice's website header
The plan we would follow
- Week 1We look at the letters, the folders and the website as they are. Then we draw a few marks and put them on a letter and a folder. The owner chooses.
- Week 2We refine the mark, set the colors and typefaces, and draw each use at its real size, including the letter template.
- Week 3We hand over every file and the guide, and brief the printer and the sign maker if the owner wants.
What the owner keeps
- The logo in every version and file type
- The color codes and the font names
- A letter template for Word or Google Docs
- The artwork for the folder, door plate and card
Your business should look like the best one in town. Tell us about it and we will show you where to start.
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