Trgoservis Rebranding: A Modern Classic with Timeless Depth
Redesigning the visual identity of Trgoservis, a distinguished accounting firm, was a uniquely demanding challenge. The company embodies professionalism, legacy, and a successful generational transition within the family.
From the outset, the stylistic direction was clearly defined: modern classic with a timeless sensibility.
The name TRGO (TRADE) + SERVIS (SUPPORT) encapsulates the brand’s dual essence. Aware of the emotional bonds people form with brands, we retained intersection of the letters T and S from the old logo. This time, however, the merged TS evolved into a standalone symbol—its S-shaped ends transforming into arrows, suggesting a dynamic, interdependent flow.
Visually, the symbol subtly evokes an anchor—a form that subconsciously conveys stability, trust, and experience. It resonates as a quiet assurance, grounding the brand in familiarity while pointing toward forward motion.
The entire branding process thrived through close collaboration with the company, particularly with Stefan Popović, the creative force behind the marketing campaign. Stefan elevated the brand beyond visual aesthetics, launching social media channels, a website, and a vlog featuring the Lazar Srdanov —who generously shared legally grounded insights drawn from a lifetime of experience.
Together with Lazar Srdanov, founder of Trgoservis and vigilant mentor to the new generation, they cultivated a rich knowledge base addressing the legal and operational challenges businesses face. In doing so, they transformed the brand into a living educational platform, rooted in legacy and reaching toward the future.