The identity for Adroit Economics was developed around the concept of mathematical equations and outcome; the concerns of the production, consumption, and transfer of wealth. The addition of a crossbar to the letter ’t’, creating the appearance of an equals sign, gives the brand a distinctive and memorable image. The marrying of the more formal blue with the warmer friendlier orange set the tone of the business profile. The identity was applied across stationery, literature, and a website. Printed on GF Smith's Colorplan in Natural White