SEK is an accounting and consulting firm with six offices across Maryland and Pennsylvania. Their mission, supported by their 26 members and nearly 150 staff, is to provide their clients with professional accounting and consulting services, based on a thorough understanding of their client’s needs and business.
SEK wanted to modernize their logo in a professional, visual, and unique way. During the discovery phase, they chose five words that were important to them that they wanted the new logo to represent: quality, guidance, trust, focus, and partnership. We created several different concepts, but they decided that a compass design perfectly tells the story of the guidance and trustworthiness they offer to their clients. The compass design is sharp and exact, just like SEK’s work is poignant and detail-oriented.
The new tagline of “Guidance You Can Count On” was also inspired by SEK’s five keywords and their core values. Their business is based on the trust that their clients have in them for their personal and business finances, so it made sense to make that trust a part of their tagline. In addition to its straightforward meaning, “count on” also nods at the technical aspect of SEK’s work as accountants.
Before SEK chose the compass design as their new logo, we suggested several other logos that we thought fit their core values. Some were mainly text based, but others featured a shield for protection, a graph chart to represent their work, or alternating dark and light blue to represent how easily SEK integrates into the businesses of their clients.
SEK’s main brand direction is guided by a consistency of their colors; dark blue, white, and grey. To give their brand assets some depth, we used the logo in both positive and negative formats. When we created the logo, we planned for it to be versatile across different materials; we knew that it especially had to work on the new website that we were building for them. Overall, we wanted to build them a cohesive brand.
Make it happen.
Do you have an exciting idea, challenge, or opportunity? Let’s talk.
