Although London-based accountants Gerald Edelman have strong traditional roots, they believe their role today goes far beyond the usual definition of accountancy. They have a genuine commitment to the overall success of their clients’ businesses – and this was the key message our branding team needed to communicate through a major rebrand.
With the tagline, ‘Our heart, our soul, your business’, and striking imagery of bold activities and dramatic landscapes, the new identity evokes a clear sense of energy and enthusiasm. The logo balances this with a carefully crafted typeface and a small ‘robin’ icon, which subtly reinforces the idea of upward movement and daring.
Based on brand pillars we developed to ensure consistency, the rebrand includes a range of online and offline elements. The website features a vertical-sliding navigation system designed to show how this is a firm that embraces the new – and this is supported by a variety of printed collateral, all confirming Gerald Edelman’s distinctive approach to their profession.