Creating an identity for an investment firm that wants to speak about more than one thing at once.






ashcroft are a cost consultants that look after various developments in the UK. They wanted an identity that looked confident yet understated.

Initially called Centenary Ashcroft, the company then dropped the word Centenary, but still wanted it retained in the logotype in somehow. This was solved through taking the main comment of the ‘a’ character and braking it away to create a ‘c’ retaining the aspect they wanted. This word mark could then be used as a graphic mark or monogram if required.

Using strong, muted colour palette with a strong sans-serif typeface created a solid platform to create stationery and launch a digital platform for clients to see case studies and contact ashcroft.

Work Completed Whilst at: © Small Back Room

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