To create a visual identity for a specialized accounting publication.
The Nalogi i Buchgalterskii Uchet ("The Taxes and Accounting") is a magazine that for 25 years has been helping accountants to deal with new developments in financial legislation. And now it's time to change and improve visually.
Having studied all competitors, we decided to surprise with brightness, become more innovative and convey a strong brand idea.
The magazine for the target audience is just like a radar for an airplane. It helps each accountant to navigate in the financial and legal space. Therefore, the main brand element was the bright radar beam, which illuminates all problematic and controversial issues.
For a more modern design, the conjunction in the name is replaced with an ampersand. Thanks to this technique, a single logo system has been formed. It can be used regardless of the language of the logo.
Due to the bright green, we show that the magazine "gives the way" to readers in accounting literacy. Of course, do not forget that this is the color of money. We also introduced a bright orange color to highlight the exclusivity of special issues. So only for them, this additional color is applied.
To give layering and interesting sign play, we use a radar beam as the bottom layer (substrate) under the ampersand. So the association with Superman's cloak arises. It gives the brand a heroic mood.
As a result, we got a bright identity that could reflect the character of the brand. The customer is satisfied, and we are even more :)