Celebrating 50 Years of Excellence with an Anniversary Brand Identity:
In 2024, CTM CPAs and Business Advisors—now Withum—reached a major milestone: 50 years of delivering financial expertise and trusted advisory services. To mark this historic occasion, I was tasked with updating their existing logo while incorporating anniversary elements that honored their legacy while embracing the future.
Process:
My approach started with research. I explored anniversary logo trends across industries, analyzing how companies thoughtfully integrated milestone numbers into their brand marks. This informed my strategy for seamlessly incorporating "50" into Withum's well-established visual identity.
The refined color palette maintained Withum’s signature blue and gray while introducing gold—symbolizing prestige, longevity, and celebration. Gold accents added a distinguished touch, elevating the anniversary branding while reinforcing the firm’s reputation as a trusted leader in financial services.
The logo redesign was a balance of familiarity and innovation. Working from the existing brand elements, I experimented with structural placements for the "50," ensuring it complemented rather than overpowered the original mark. This process involved multiple iterations, refining typography, spacing, and subtle integrations that would retain Withum’s recognizable identity while marking this special milestone.
Once finalized, the 50-year branding was applied across various touchpoints, including:
A commemorative digital badge for LinkedIn and other professional platforms
Updated marketing collateral and presentation templates
Branded anniversary materials for client-facing events
A refreshed website banner marking the occasion
This project was an exciting challenge—honoring five decades of excellence while crafting a design that seamlessly fit Withum’s identity. It reinforced my commitment to strategic, thoughtful branding that enhances legacy without losing authenticity.
