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Shorten the rather long name Waddell, Smith, Magoon and Freeman and create a logo that can work in a variety of mediums.
On the surface this looks like a simple solution, but it took some time to get here. With such a long, authoritative name, creating something friendly but still professional was important. Most accounting firms stick with serif typefaces because of tradition. The decision was made to use this serif face that has a bit more of a humanist flair with thick and thin strokes and less angular serifs. Then came the issue of spacing, the white space between the letters was causing them to look unrelated. Pushing them together gave us more cohesion, but the side by side stems of the M and the F were disturbing the rhythm. By tweaking the letter forms and merging the two stems together we come to our final, friendly, professional, and rhythmically balanced logo.