The logo is a dynamic interpretation of a spreadsheet grid, directly referencing Help Me Excel’s work. The ‘L’ form skews into a check mark—symbolizing accuracy and affirmation—while completing an abstract ‘X’ in the negative space. It feels both intentional and energetic.

A vibrant green anchors the brand’s color palette, nodding to finance and momentum, while a deep navy adds contrast and modernity. Together, they form a clean gradient that introduces depth and lighting across digital spaces. Gill Sans, chosen for its quiet confidence and historical ties to finance and transit, brings structure and trust. Its range of weights supports a flexible, clearly defined hierarchy. To extend the identity, the logo elements were deconstructed into a modular pattern, adding moments of surprise and delight across key brand touchpoints.

In the early stages of exploration, we examined visual cues from Excel itself—grids, graphs, cells, and mathematical symbols—while also drawing inspiration from the brand’s bold slogan, “Saving lives with Excel.” This led us to consider more humanistic angles, like hand signals, that could add a sense of personality and purpose. Guided by market research, we ultimately landed on a clean, typographic direction that nods subtly to spreadsheet structure without veering into overly literal or proprietary territory.

Because the website was designed prior to the logo, the mark needed to be clean, versatile, and timeless—something that could seamlessly integrate into existing layouts while also supporting future growth. To ensure flexibility across applications, we developed horizontal, vertical, and condensed versions of the logo, each available in multiple colorways. This system allows the brand to maintain consistency and legibility across a wide range of aspect ratios, contrast levels, and digital or print environments.

The final brand was designed to be more than just a logo—it’s a fully realized identity that scales across every touchpoint. Business cards feature the brand gradient overlaid with a ghosted spreadsheet grid, subtly activating the space with purpose. The letterhead uses accents of Verdant Value to guide hierarchy, with an illustration of cropped spreadsheet cells that feel equal parts technical and personal—evoking a notebook spine.

For client-facing materials, a dark-patterned folder reinforces the brand’s distinct visual language; its distressed texture helps mask wear, while the repeating mark adds an evergreen, elevated feel. Altogether, these pieces form a cohesive toolkit that reflects Help Me Excel’s precision, personality, and professionalism. Branding is personal—and at Hey Moon, we’re proud to help bring clarity, character, and confidence to every step of that journey.