Orr Martin Waters - Logo & Branding Design - Accounting Firm

Orr Martin Waters - Logo & Branding Design - Accounting Firm
Project Type:

Logo & Branding


Orr Martin Waters

Year Completed:


Create new logo identity for Accounting firm using blue as the primary colour. Create logotype (and further branding suite) using OMW initials.
Project Details:

Rebrand for Accounting firm established 1970 in Melbourne

We were contacted in 2023 by a long-established accounting firm based in the Eastern suburb of Melbourne (Surrey Hills). The team at Orr Martin & Waters (OM&W) wanted to commission a rebrand of the firm to align with a move in offices. The logo and branding would be featured on signage, business stationery and marketing materials throughout the organisation. There were a few things which needed to be considered such as using an evolution of their colour (previously Pantone Reflex Blue) and to ensure that the firm's image was one promoting trust and stability to their target demographic. We also suggested removing the "&" in the current logo to give equal standing of the founding partners' names. This also simplified the design in not including any unnecessary characters or elements which can be challenging to incorporate into a streamlined design.

Initial Concept Designs

We presented a number of options for the firm. All incorporated the initials O, M, & W in order to evolve the previous logo which had been in use for over 50 years. The options included a variety of concepts all in keeping with the director's brief. Included was a monogram style, geometric abstract versions along with versions which were more traditional in nature.

During our first concept meeting, the team had a preference for a couple of ideas we had created so we set about further developing these to include a number of variations and options to choose from. Original logo in use shown top left below.

Logo design concepts Melbourne Logo Designer
Top left - original logo shown. Other images - concepts originally presented to client for consideration.

Further refinement of the logo and brand design

After a number of further design meetings which ensured we covered all available options of each type, the team decided upon a contemporary representation of the logo which has an abstract representation of the "M" and "W" held within a container which portrayed the "O". This was then further developed to include alternative typeface options and a complete responsive logo suite incorporating an icon, a stacked version showing larger text (for use for instances where the logo is used in a smaller size) and a primary version where the text appears below the icon.

Logo design progression - Melbourne & Sydney logo designer
Continued evolution of the logo concept. Logo shown top left with an "M" and "W" contained in an "O" and ensuing concepts. Bottom right shows a more contemporary design which was ultimately used for the final production logo.
Creation of a full branding guidelines document

An established business that has been in operation for over 50 years generally has stationery and other requirements which have been streamlined over a long period. The requirements included presentation folders, letterheads, with compliments slips, envelopes, business cards, apparel, signs for the shopfront, reception area and offices and more. The document also includes rules and guides for the use of the logo and branding to ensure conformity of the new brand. Shown below is the finished logo suite followed by an example of the guides included.

Logo designer Melbourne Sydney Australia
The finished responsive logo suite.

Branding Guidelines inclusion - Melbourne logo designer
Extract above as included as part of the Branding Guidelines document, are rules and step-by-step guides in recreating example collateral.

Sign design using rebrand - Melbourne logo designer Australia
Part of the Branding Guidelines show the logo and branding in use. This mockup formed the base for the shopfront design which made it into production.
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