Practus    _________________

Bridging The Gap





Brand Strategy & Re Positioning

Brand Identity Revamp

Brand Communication

Digital Engagement and Application

Practus provides finance and business solutions to corporates through active, hands-on, on-site implementation with innovative use of IT tools delivering measurable improvements in P&L, Cashflow & Valuation Metrics. Working with the Board of directors, CFO's, CEO's and Investors, Practus aims to strengthen their finance process, enhance visibility into their business performance and drive growth and profit for them.


Practus approached us to help them scale up by redesigning their logo and rebranding to position themselves as challengers in their industry with the ability to provide the best solutions and deliver Return on Investment.


MyCFO was working with clients pan India but served clients in the US and Middle East markets under another brand name of Practus Advisors


The brand name: MyCFO was not able to fully reflect the array of current service offerings and therefore needed a brand refresh. Taking into consideration the ROI Delivered positioning, and the brand’s aspirations of being a global player, foraying into international markets, they decided to drive one unified brand name globally: Practus Advisors.


Practus Advisors was looking to create a new identity for itself based on a new niche go to market strategy. The mandate was to create a brand new logo in keeping up with this change of direction. A majority of Practus’ clients are funded startups who had to pivot to keep growing through the pandemic year of 2020. The challenge was to do it in a way that consistently reflects the brand value of Practus across the five continents it served.


All our efforts prioritized establishing Practus as innovators, problem solvers and disruptors in the industry; through a streamlined visual language that stood the test of time.


Out of the numerous options, we have narrowed them down to 3 approaches. Each had the logo, the rationale and the elements that go along with it.


Followed by the mood board of visuals/ images that can be used in the respective design approach. Wherever possible, we have tried to relate it to one or two specific Practus Values as well.


We picked the best approach out of them. This was the Tic-Tac-Toe approach- which directly correlates to Problem Solving.

The Evolution of the Practus Brand



we are a challenger brand


articulation of solutions




in our outlook

in our efforts

deep expertise in what we do



proactive and quick to respond to changes and disruption

Several Approaches


Our chosen approach, here's why it worked really well:

Analogous to a Rubik cube, the logo represents the ability to take challenges head-on with a focus on the outcome. Similar to the permutations and combinations used to solve the Rubik's cube, Practus endeavours to solve client problems with a goal-oriented approach.


Color & Usage

The colors used in the logo signifies the brand identity and attitude of Practus. The color Green represents Growth, Finances and Money. The color Yellow is for positivity, clarity, energy, enthusiasm, confidence, originality and optimism. Practus radiates these qualities in its approach towards driving results and fulfilling customer satisfaction, be it in finance or business transformation.


Logo Variations


The font/typeface used here is a custom font, characterized by the rounded square. It stands for the quality of adaptability.



The combination of rounded and angular edges in the alphabets is used to communicate the intelligence and coolness of Practus!


Logo Positioning

The logo can be placed based on where it is best suited depending on application and tone.


How not to use the logo


Logo Application