Studio Sly’s kinetic identity for AccountArts reflects its fluid practice and professionalism

Heralded by the idea of flowing – from ‘cash flow’ and ‘work flow’ to ‘life flow’ – the identity for Melbourne-based bookkeeping company AccountArts explores the fluidity of its creative industry-focused practice; contrasting organic, fabric movement with stark kinetic typography. Developed by Melbourne-based design practice Studio Sly, the success of AccountArt’s type-led identity comes partly at the hands of GUST’s TeX Gyre and Forgotten Shapes’ Kleukens-Egyptienne, which make up the leading and supporting typefaces – choices that, as discussed by Creative Director Lauren Finks, were easy to make. “Kleukens immediately came to mind as I was after something that felt familiar and established,” Finks tells us, “but also had quirks and kicks and little more personality than some serifs,” capturing a candour and humanity akin to AccountArts’ founder and professional practice. “TeX Gyre was the perfect counterbalance to bring the contemporary feel we needed,” she continues, creating a charismatic, contrasting combination of typefaces that aims to connect with AccountArts’ creative audience, as aided by the brand’s monochromatic palette, forming a sharp, timeless precision at the core of the brand. Taking inspiration from its previous identity, Finks explains the bracketed design of the logomark, telling us, “it was a reimagination of the founder’s original ‘AA’ mark,” adding that she “wanted to keep a reference to the original, but it needed to be modernised.”