Brand Identity Design for Sumline

Sumline is a finance and expense management brand designed for startups, small teams, and modern professionals who want to take control of their finances without the usual stress and complexity. Built with simplicity and clarity in mind, Sumline blends accounting functions like reimbursements, budgeting, and basic invoicing into one clean platform. The brand identity is inspired by mathematical symbols the summation sign and the equal to sign, creating a mark that is both familiar and powerful in its meaning.

The aim was to design a bold yet accessible brand that makes accounting feel less intimidating and more empowering, particularly for young teams without in-house finance departments. The brand needed to be professional but not boring, functional but still visually interesting. I wanted Sumline to feel like a breath of fresh air in a space that often feels cold and overly technical.

Changing perceptions: Accounting tools often feel overwhelming or dull. I had to make finance feel light, useful, and even enjoyable.

Designing a versatile mark: The logo had to reflect core mathematical ideas while remaining simple and flexible across different formats (app icons, dashboards, print).

Tone of voice: Striking the right tone that was friendly and helpful, but still confident and credible.

Logo design: I created a modern logomark that cleverly fuses the summation and equal signs, symbolic of the platform’s promise to simplify and balance your finances. The shape feels mathematical, modular, and intentional.

Voice and messaging: The tone of voice is casual, witty, and a little playful, with copy like “Accounting shouldn’t be that boring” and “Where your money makes more sense.” It speaks directly to busy teams looking for ease and clarity.

Design application: The brand was tested across interface mockups, email notifications, posters, social posts, and illustrations to show how it lives in real-world touchpoints.