MJJ Accounting and Business Solutions based on the Sunshine Coast in Queensland approached us in 2011 to design their logo. They were in the early business start-up phase, and like most business people, they understood the importance of a quality logo. It was a given that they needed a modern sophisticated logo that was clear and easy to read and had a strong logo graphic.

The Brief

Part of the brief was that MJJ Accounting and Business Solutions wanted to use the colour orange. They knew that orange was attention-getting, a happy colour and energetic (colour psychology about ‘orange’ is here). ‘Orange’ also has many other positive traits. They wanted their logo to stand out when used at any size, whether it be a building fascia sign or Facebook profile image or small avatar bug graphic.

Our Approach

As always, we worked through our logo design pre-planning process with MJJ Accounting and Business Solutions. Amongst things we spoke about:

  • Memorability of the logo
  • Life-time value of the logo
  • Authenticity
  • Usage of the logo (signs, business cards, letterhead, website, uniforms, social media, etc)

We then began the initial design conceptualisation process, where we work in black and white first (the reason for this is mentioned in this article). Using a square shape for the logo graphic had previously been discussed.
Side note: The hard edges and shape of a square logo graphic indicates strength, groundedness and reliability.

We wanted to ensure the orange colour was used impactfully and that it was a deep bright shade of orange, so it had great depth of colour. We matched the orange with a very dark grey colour for the logo text and white (which symbolises purity and integrity). We also made sure the logo text was very easy to read and not too large, nor too small.

After roughing out several concepts, we then designed and tested the best concepts to prove they would work well at all sizes and in a variety of uses.
We then presented 3 variations of the best concept to MJJ Accounting and Business Solutions. They liked them all and proceeded to choose the one they wanted to own.

Jay Daniells (the owner of Green Valley Digital) designed this logo. He already had over 10 years of logo design experience under his belt prior to this.

The Results

MJJ Accounting and Business Solutions have built a very successful business over the last 8 years. Their logo has stood strong and been highly successful. It is memorable and will be a part of their business for a long time into the future.


Jay Daniells

About the Author: Jay Daniells

Jay Daniells has been doing advanced Search Engine Optimisation (SEO) work for clients since 2010. He is an SEO specialist. He first started doing SEO work in 2005. He has also been creating websites full-time since 2003. Amongst things Jay is also a graphic designer, digital marketing consultant and creative person. His focus is helping businesses, community groups, clubs, charities, organisations and other entities achieve their goals. He is the owner of Green Valley Digital.