About the Brand
Onlee Accounting is an Accounting company with a dream and passion for seeing people grow with their business. They are currently in the process of Rebranding. They specialize in Providing Accounting, Auditing and Taxation services but what their customers really buy is credible figures that they can trust to track their progress and to have peace of mind. The name 'Onlee' is a play on Only + the founder's son’s name. Their slogan is Grow with us.
The Target Audience
Onlee Accounting targets Small Businesses, Private Businesses and Public Entities. They are typically both men and women in their 40s, who are generally from the Middle to Upper-income class. The brand should create the impression of being reliable, simple, and efficient. They want to evoke a sense of ease, comfort, and trust in their target audience.
tHE gOAL
Onlee Accounting wants a new logo that gives the impression that the brand has multiple employees working there for years. Their logo will be showcased on their Website, branding stationery, invoices, water bottles, golf banners, tablecloths, and gazebos. They have requested that the logo should not be busy.
Let's break it down
The Concept
Typography
Monochrome Variations
Colour Palette
Colour Variations
Web & Social Icons
The Concept
The diamond-inspired mark evokes an eye or lens, which could metaphorically represent focus, precision, or oversight. It’s softer and more abstract—less “financial” at first glance, but approachable and modern. There's symmetry in form, suggesting consistency.
Typography
After choosing a style for the logo, the next step was to add typography. The typefaces has been hand picked to compliment the character and style of the brand.
Primary Typeface
Dongle - Bold
About the Font
Dongle Bold offers a refreshingly modern, almost whimsical appearance. It’s condensed and minimal, but still holds visual weight. Its soft terminals give it an informal yet structured look—making it feel like a startup-minded solution without being unprofessional.
Secondary Typeface
Outfit - Semi Bold
About the Font
Dongle Bold offers a refreshingly modern, almost whimsical appearance. It’s condensed and minimal, but still holds visual weight. Its soft terminals give it an informal yet structured look—making it feel like a startup-minded solution without being unprofessional.
Monochrome Variations
The logo is designed to work well in one colour on lighter and darker backgrounds.
Vertical
The logo functions perfectly well in a vertical or stacked layout. This means that the logo will work well on vertical applications like smartphones, tablets and roll-up banners.
Horizontal
The logo is designed to be functional in a horizontal layout. This allows you to use the logo on horizontal applications like building signage, websites and stationery.
Colour Palette
This palette is well-suited for a brand in the financial sector. The greens and blues suggest trust, stability, and growth—key emotional drivers for Onlee’s target market. The warm tertiary hue adds a human touch while the light and dark tones offer excellent contrast and usability across brand assets.
Primary Colour
Green Teal
Green Teal signals balance, financial growth, and calm professionalism. It evokes reliability without feeling cold or corporate.
Secondary Colour
Ocean Blue
Ocean Blue brings feelings of clarity, depth, and integrity. It builds trust and suggests expert guidance—ideal for accounting.
Tertiary Colour
Amber Clay
Amber Clay provides warmth, accessibility, and a personal touch. It helps offset the cooler tones, making the brand feel more human.
Light Colour
Sky Fog
Sky Fog communicates clarity and space. It keeps the design clean and approachable, reducing the perception of risk.
Dark Colour
Midnight Navy
Midnight Navy provides a strong, dependable backbone. It signifies authority, confidentiality, and professionalism—key for financial services.
Text Colour
Slate Blue
Slate Blue keeps the communication calm and legible. It’s soft enough not to distract and bold enough to carry authority in text.
Colour Variations
The logo is designed to work well in multiple colours on lighter and darker backgrounds.
Vertical
The logo functions perfectly well in a vertical or stacked layout. This means that the logo will work well on vertical applications like smartphones, tablets and roll-up banners.
Horizontal
The logo is designed to be functional in a horizontal layout. This allows you to use the logo on horizontal applications like building signage, websites and stationery.
Profile Images
The logo is designed to fit inside a profile image that can typically be uploaded to social media platforms like Facebook, LinkedIn and Instagram.
Icons
The logo has icon variations that can be used as app icons, favicons or webclips.
