Trusted Thinking

In order to succeed in today’s new economy, business owners, leaders and financial decision makers need confidence in their advisers.

That’s why at Moore and Smalley, Trusted Thinking is at the heart of our entire approach.

Underpinning our accountancy, business and wealth advisory firm are over 250 specialist partners and staff who share an intuition for outstanding client service, a thirst for continuous improvement and a natural instinct to do the right thing.

This means clients can trust our thinking and advice to help them achieve their corporate and personal goals, our people enjoy a positive and rewarding career, and our intermediaries can count on us as a professional partner of choice. For our clients, people, professional partners and communities, Moore and Smalley’s trusted approach is just as important today as it was when we started in 1892.

December 2014: A new visual brand identity


The current Moore and Smalley visual identity was launched in December 2014 as part of a brand simplification project.

As part of the process, we consulted our clients, people and intermediaries for over two years to define what was important to them when choosing and retaining their adviser, employer or professional partner. Trust, relationships and expertise dominated discussions.

The centrepiece of the new brand is a simplified logo accompanied by a unique circle device and the tagline ‘Trusted Thinking’.

The brand refresh signifies how important trusted expertise and relationships are to our clients, people and partners.

The new logo is designed to be easier to use across all our offline and online marketing collateral.

The rationale behind the logo:

  • We have introduced a new typeface called FS Albert, which is a charismatic, warm, sensitive face with a big personality. It’s a friendly sans serif font; shapely, flexible and modern. With the wide range of weights, Albert’s a truly versatile face, ideal for use in all applications from text to display.
  • The bright colours bring the brand to life and have a modern outlook while retaining some traditional elements.
  • A circle represents continuity and security. In Moore and Smalley’s context it represents progression, succession, longevity, continuous improvement, movement and consistency. The inner circle represents focus. Circles give us an excellent device to use on static and digital marketing collateral.
  • Trusted Thinking: Trust is paramount to any client-adviser relationship. The ‘Thinking’ aspect is about the knowledge and experience of Moore and Smalley’s people.