KPMG is not a brand that does sub-brands.
As Creative Director at Love Agency during its 2019 acquisition by KPMG Australia, I led the team initially dubbed 'Mobile Apps / Web UI / UX.' It soon became clear we needed a unique identity.
Faced with strict constraints on introducing new colours or shapes, we had to innovate within the boundaries of KPMG's existing brand palette—selectively utilising specific fonts, colours, and shapes from the KPMG brand family while intentionally omitting others to craft our distinct digital creative agency identity.
Client
KPMG Australia
What was delivered
Brand identity
Brand system
Graphic devices
Selective Spectrum
KPMG Australia uses a family of five colours. Restricted from adding new ones, we believed that choosing two existing colours and consistently using only those two would begin to build brand recognition.
The Wavetable patterns
A shape found in the KPMG logo forms the basis of the Wavetable patterns; the intersection of the italic letters and the box in the background.
The top line is vertical, and the italic angle is 16.5°. This junction is then isolated and blended from thick to thin, and the blend path skewed on an angle.
The Wavetable pattern can be used in place of photography and express the energy and movement of KPMG Digital Experiences.
Abstract shapes
When zoomed in, the KPMG logo has interesting shapes and junctions. It’s these forms—when cropped—that KPMG Digital Experiences employs to create abstract shapes as graphic compositional devices.
