Co-brand logo design
In 2020, Maurice J Bushell & Co. Limited and Avanti Accountants merged to form MJB Avanti. The new organisation needed a unified brand identity that reassured long-standing clients of both firms while projecting a fresh, forward-looking image to new audiences.
THE CHALLENGE
The challenge lay in combining Avanti’s colourful, energetic visual style with the more traditional and understated identity of Maurice J Bushell & Co. Limited. Both businesses shared a commitment to a traditional, professional service ethos delivered with a modern, proactive approach—values that needed to be clearly reflected in the new brand.
A key heritage element was the founding date of 1876, an important part of Maurice J Bushell’s history and something the new brand proudly retained.
Exploration & Concept Development
I initially developed five distinct identity routes, each proposing a different expression of how the two legacy brands could be woven together. These concepts explored varying degrees of colour, structure, and symbolism to ensure the new identity remained recognisably connected to both companies and their established reputations.
THE SOLUTION
The selected concept placed stronger emphasis on the unified name MJB Avanti, with the distinctive Avanti splash refined into a more subtle graphic detail. This approach allowed the brand to feel confident and contemporary while maintaining a visual link to both founding identities.
I worked with the client to develop their chosen route, refining the design until arriving at the final solution that all parties were happy with. To ensure the branding was versatile across all mediums, I produced both stacked and panoramic logo formats, offering adaptability for print, digital, signage, and marketing communications.
This direction also created a flexible design system for sub-brands – including Healthcare, Property, Start-up, and Hospitality – allowing each sector to feel connected to the main identity while retaining its own clear distinction.
We then produced a brochure – designed for both print and digital use – that showcases MJB Avanti’s key services while expanding on their refreshed visual identity. Packed with clear, engaging infographics, the brochure helps customers quickly understand their offerings, supported by strong calls to action that encourage readers to take the next step.
