Changes in legislation requires taxpayers, banks and trusts to ensure that any UK tax liabilities are fully disclosed and compliant with HMRC regulations. To cater for such high demand, LANCE have developed a cutting-edge online portal, streamlining the compliance process and guaranteeing peace of mind to a high level of confidence. We needed to create a credible brand that amplified the product’s strengths. A secure, trustworthy and efficient solution for ensuring tax compliance.

We created an identity which ensured their values were brought to life across all elements. Triangles throughout the identity signify speed, security and certainty as well as the precise capabilities of the software itself. In the wordmark, subtle adjustments were made to the A, creating a point that resembles the sharp head of a lance, and a colour palette of deep blues and tech-savvy greens helped to install a sense of trust and reliability.

No case is ever the same and neither is the LANCE brand pattern. Created using a grid of equilateral triangles, the individual shapes are rendered at random to create triangles of various sizes, colours and directions. The robust, ‘shield-like’ shapes moving in opposite directions depict the brand’s core values of precision and security as well as visually interpreting the capabilities of the software. The pattern template allows for an infinite number of unique patterns to be created, adding variety and flexibility across print and digital media, whilst at the same time, maintaining a level of brand consistency.

Using an early version as a guide, we redesigned the software to produce a faster, easier, and more productive experience. Typographic hierarchy established an order of importance and brand colours helped define differing sections of content. Icons were redrawn to be more in keeping with the new brand and the overall content was given more space to breathe with wider gutters, columns and rows.


“We thought we would be a tough project as our software lies within the tax industry but AHOY clearly relished the challenge, the result of which is a stunning brand identity which completely fit our initial brief. Our new brand has allowed us instant credibility within our industry.”

— George Sharp, Director

branding / web design Fabric Carefully woven IT infrastructures
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