Modernizing an accounting firm’s legacy identity through logo design and brand development.
DMCL LLP is a full-service BC firm with over 300 team members across offices in Vancouver, Surrey, Tri-Cities, and Victoria. Built through decades of mergers and growth, DMCL had earned a reputation as a trusted, relationship-driven alternative to the Big 4.
Their 2012 brand identity had begun to show its age. The logo was difficult to scale, the colour palette lacked cohesion, and the system made it challenging to produce consistent content.
After more than a decade, DMCL was ready for a brand that reflected both their growth and their direction. Array was brought in to lead a full rebrand, from messaging strategy to logo design, and a comprehensive visual identity system.
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Brand Collateral
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Brand Messaging and Tone
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Brand Standards
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Branded Business Cards and Letterhead
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Business Card Design
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Collateral
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Custom Illustration & Iconography
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Digital Assets
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Logo Design
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Narrative Tone Development
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Packaging & Merchandise Design
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Responsive Website Graphic Design
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Signage
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Trade Show Booths & Interior Graphic Design
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UI/UX Design
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Visual Identity System
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Website Design & Programming
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Wordpress & Shopify CMS Development
- Before we opened a design file, we went deep on discovery. We conducted a briefing process with their internal comms team and an internal brand survey fielded across the firm’s partner group that gave us a unified vision for the new brand.
- With research in hand, we turned to the competitive landscape. We mapped every major accounting competitor onto a colour wheel to identify opportunities for visual direction. The resulting palette is distinctive, accessible, and clearly sets DMCL apart within the Canadian accounting space.
- For the logo design, our design team centred the rebrand around a custom-designed wordmark with an icon. At first glance, the icon reads as a plus sign, a familiar symbol of value in accounting. Looking closer, it reveals an upward graph, reflecting DMCL’s commitment to client growth and forward momentum. The shape also subtly echoes the structure of Vancouver’s Lions Gate Bridge, a local landmark that represents connection, progress, and partnership, all central to how DMCL operates.
- The logo design’s wordmark extends this system, using consistent geometry to create a unified typographic structure. Each letterform relates back to the icon, resulting in a cohesive visual language that balances structure with warmth.
- The rebrand also included a full Brand Messaging Strategy. Using their existing guidelines, we synthesized insights from the stakeholder briefs, the partner survey, and our competitive research to refine DMCL’s brand voice, messaging pillars, target personas, and key positioning. This became the strategic foundation for visual and verbal decisions that followed, and was formally documented as a reference tool for their internal communications team.
- To ensure consistency across every touchpoint, our designers created a comprehensive collateral package including stationery, social media graphics, a PowerPoint template, newsletter template, ad templates, presentation folder, and office signage concepts.
- We also produced brand standards documentation, photography guidelines, and swag mock-ups from T-shirts to water bottles, blankets and tote bags. This gives DMCL a complete and practical system their team can pick up and run with independently.
- Our web developers extended the new identity to the website, improving usability and creating a more cohesive digital experience that aligns with the brand.
DMCL now has a versatile brand identity system that can scale across every surface, from a business card to a building, while remaining distinctively theirs.
