When a group of experienced accountants step out from an established firm to launch their own practice, the brand they carry into the market matters more than most. M+ Advisers came to Jordan Design at exactly that moment — a new business, an existing client base, and a need for an identity that could honour both.

The Challenge

The brief was a careful balancing act. M+ Advisers needed a fresh identity that signalled a genuine new chapter, while maintaining enough continuity with their previous branding to reassure existing clients. A jarring rebrand risked undermining the very trust they had spent years building. The goal was evolution, not erasure.

Typography

The logo is built around a bold slab font — a deliberate choice that communicates strength and confidence without sacrificing warmth. The ‘M+’ was developed as a standalone branding lockup, designed to work at any scale: from large-format signage down to a social media profile icon. Versatility was central to the brief, and the typography delivers it.

Colour

Blue was retained as the primary colour — a deliberate act of continuity. In accounting, blue carries specific associations: reliability, strength, and trust. These are not incidental qualities for a firm asking clients to follow them somewhere new. The existing shades were refined slightly to reflect the firm’s fresh direction without abandoning the visual familiarity that existing clients would recognise.

Icons & Brand Elements

A squiggle element from the previous brand was carried forward, reinterpreted in two ways that earn their place in the new identity. Used as an underline, it references the bottom line — a knowing nod to the firm’s discipline. Used as a plus symbol, it reinforces both the firm’s name and the idea of positive outcomes. It is the kind of detail that rewards attention, and that gives the brand a sense of considered intelligence rather than generic polish.

The Result

A complete brand identity that moves M+ Advisers forward with clarity and confidence — bold enough to announce a new chapter, considered enough to carry their clients with them.