Primemetria
Numbers, but make them useful.
Primemetria handles accounting and tax advisory in Lisbon and wanted to step away from the usual look of the sector without losing credibility. We built an identity that treats accounting as a management tool: a symbol drawn on a grid, four colours and a typeface that works as well in a headline as in a table of figures.
- Client
- Primemetria
- Year
- 2026
- Industry
- Accounting and tax advisory
- Scope
- Branding
01The symbol
The symbol starts from the P in Primemetria, drawn on a grid of fixed proportions. The gap in the top-left corner breaks a shape that could have been closed, and the curves take the stiffness out of a form that is otherwise all rule and measure.
02Four colours
Purple #5759EB is the main colour. Lilac softens the system and makes room for editorial pieces, graphite gives weight to text, tables and figures, and a warm off-white replaces pure white, which would feel clinical in an accounting firm.
03At the office
The sign on the façade, the folders that carry client paperwork and the team's mugs. The main version of the logo is purple on off-white; the lilac, graphite and white versions are kept for surfaces that need more contrast.
04Cards and screens
The business cards use cut-outs of the symbol as a graphic device in the corner. On its own, the P holds up at app-icon size on a phone and as a sticker on a laptop lid, in any of the four colours.
05Social posts
The identity includes a format for informative posts: a question, a short answer in plain language and the symbol cut-outs framing the corner. The idea is to show what the numbers mean for a business, not to fill a feed.
06The line
Lenia Sans, a geometric family with 18 styles, sets the wordmark in Bold and covers headlines, highlights and running text; Aptos takes over in Office documents. The brand line goes on the back of the team polos and the symbol fills the tote bag. Identity developed in partnership with Turma Creative.
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