Financial brand: simple, reliable and future-oriented
The Norwegian startup Aicono is an auditing and tax consulting firm for tech companies. The company name is made up of “AI” and “Economy”—artificial intelligence paired with business expertise.
With two locations in Norway, Aicono’s team serves clients across the country. “Many companies with us use external accounting or app-based diy solutions. But growth companies […] need more, such as financial insights and sound, creative financial planning.” explains Founders Sondre Døli and Mats William Lia on their company’s website. Aicono works with the latest technology and AI-powered tools to support businesses. While the technology does the analysis, the company’s experienced economists transform the information into useful financial knowledge. And they do it all in simple language that demystifies the data.
Simplicity was also the guiding principle for Aicono’s branding, which was designed by Edge Branding, who were involved from the start. “Being there from the beginning, we were able to build on the company’s foundation and develop the brand’s personality up close,” says Amandus Engh Bjerk, senior designer at Edge Branding.
Typographically, the Aicono brand is carried by McQueen, specifically the Light, Medium and Bold weights. Bjerk explains: “The choice of McQueen was a very conscious decision.”
“McQueen’s playful and distinctive design adds a touch of creativity and uniqueness to the brand, making it memorable.”
Amandus Engh Bjerk, Senior Designer at Edge Branding
McQueen is compelling in both digital and analog interactions, its versatility and charm “effortlessly attract attention.”
The in use examples in the brand manual show that the Aicono brand and its corporate typeface are ideally equipped for future projects. For example, there are posters and nameplates for a fictitious financial conference called “Aiconomy Conference,” which has yet to take place. But platforms such as Kreativt Forum certainly trust the Aicono founders that it could indeed take place one day.