What is more important: form or concept? The case for the Afina CPA platform may be puzzling at first glance - we simply use a circle as a logo and the basis for our identity… There are areas whose essence is not so easy to explain in a nutshell. When creating the corporate identity of Afina, a traffic monetization platform, our task was to provide a simple and understandable explanation of the complex process in the identity, highlight the main advantages of the company and fill the corporate style with additional meanings.