Sometimes, a rebrand isn’t about adopting the latest trendy design fad.

Sometimes it’s about getting the tone right.

This client's existing brand had fallen into the trend trap. To be quite honest,

the brand looked a little frivolous. And who wants a frivolous accountant?

So, this was about adding a certain gravitas and trustworthiness. The confidence of understatement was the order of the day. The forward slash between the words Robson and Laidler, though subtle, gave us a design motif that we turned into brand equity.