hsp – Extensive rebranding for tax consulting and auditing
The decision-
enabler.
brand
hsp
Model
B2B / B2C
Industry
Tax consultancy
hsp provides honest advice with maximum transparency and reads between the numbers for individual, digital consulting solutions: The auditing and tax consultancy firm uses its wide-ranging expertise to help medium-sized companies and private individuals make informed and better decisions.
Whether employees or clients – the focus at hsp is on the individual. This important unique selling point served as the basis and orientation support for the branding and the corresponding website: an honest, authentic visual language and a timeless, modern design characterize the brand presence across all means of communication.
The concept of “reading between the numbers”, which characterizes hsp’s consulting approach, was specifically integrated into the design. The two horizontal lines above and below the word mark symbolize this idea and draw the eye to what is in between: hsp. The understated corporate design creates a timeless and clear brand identity.
Modernity and tradition are elegantly combined in the company’s typography. The Helvetia Now typeface family serves as the corporate typeface, which impresses with its neutral and precise design and stands for the structured solutions that hsp offers its clients.
The serif font Lora is also used to set special accents. With its traditional and sedate appearance, Lora conveys consistency and reliability – qualities that are essential for an established company like hsp. At the same time, it brings a subtle elegance and a high-quality character to the design that underlines the high quality of the services.
“With the new CI, we are positioning hsp as a truly personal tax consultant that clearly differentiates itself visually and verbally from its competitors. hsp makes decisions for its clients possible in the first place.”
Maximilian Kersten
Brand Strategist
The visual language of hsp clearly focuses on people. Authentic portraits and scenes from everyday working life visualize the approachable and personal side of the company and emphasize the direct relationship to the individual.
Dark and earthy tones dominate the brand’s color scheme and stand for reliability, stability and trust. This subtle color scheme emphasizes the professionalism and seriousness of the law firm, while at the same time creating a harmonious overall impression. The image processing follows a modern, restrained style that emphasizes the authenticity and transparency of the brand image.
“Schwarz+Matt impressed us not only with their creativity, but also with their efficiency and professionalism. The result of our collaboration speaks for itself: a strong project that fits perfectly with our vision.”
Thorsten Risse
Law firm manager
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