UMIA
Finance you can sign off on. Built on clarity, accuracy, and confidence at every step.
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UMIA / Swiss Compliance & Accounting Platform
Brand strategy, logo, and style guide for European finance teams
About the project
A Swiss platform with a brand to match
UMIA is a Swiss B2B compliance and accounting platform for finance teams across Europe. American Design Hub built its identity from the ground up with clear positioning, a shield-inspired logo, a blue-and-black palette, and a consistent brand system.
Challenge
Making a serious product feel approachable
UMIA breaks away from generic compliance software with a brand built on Swiss precision, trust, and clarity, professional enough for CFOs, yet approachable for finance teams across Europe.
✓Look credible to CFOs without feeling cold or corporate.
✓Stay clear at every size, from a lit sign to a smartwatch screen.
✓Give a multi-country audience one consistent, easily reusable look.
Our direction
A Shield Made of Ledger Lines, Built on Accuracy and Trust
The UMIA mark is a shield shaped like the letter U and cut into vertical strips by one diagonal slice. The shield suggests protection; the strips recall columns in a ledger. A rounded lowercase wordmark, with "um" in white and "ia" in blue, keeps the brand friendly.
Shield, strips, and slice in one compact symbol that stays legible from a tiny app icon to a large illuminated sign.
A style guide fixes the palette (electric blue, sky blue, midnight, and white) and the Cocogoose DemiBold and Light type pairing, so every new asset lands on-brand.
Project process
From first question to final guideline
01
Discovery
We started with the audience: finance leads at European mid-market firms and multinationals. We studied how compliance and accounting brands present themselves and found the gaps worth owning.
02
Direction
A positioning took shape around Swiss precision and calm confidence, with a visual direction of deep darks, one vivid blue, and clean geometry.
03
Identity
The shield, wordmark, palette, and type were developed together and refined until the logo held up in full color, in white, and at very small sizes.
04
Application
The finished system was applied to a lit sign, business cards, a social profile, and a smartwatch icon, then documented in a style guide for the UMIA team.
Digital expression
Made for screens, from desktop to wrist
UMIA lives on screens, so the identity was tested there first. The shield works as a profile picture and a smartwatch app icon, the blue gradient adds depth to dark layouts and social headers, and photography is cropped inside the shield shape to bring a human face to a data-driven brand.
Final outcome
A brand finance teams can trust at a glance
UMIA now has a complete brand identity, from strategy through to style guide, that matches the precision of its platform. The shield mark, two-tone wordmark, and blue-and-black palette give the company a consistent, recognisable presence across signage, print, social, and digital.
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