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The Design Brief
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Core Company Values
We will always do our best for our clients. We stay on top of tax law: when we are not doing taxes, we are studying taxes.
We will keep our promises to our clients as to when the work will be done. Files won't sit on our desk gathering dust.
We will leave no stone unturned when it comes to getting the best possible tax result for our clients.
Your initial ideas
Play with the 'T' 'T' 'T' in the name
Add a desert design element
Saguaro for the 'T'
An outline of the Catalina Mountains on top of the name
No snakes or scorpions
Further guidance from you
Our brand should embody Tucson
We represent a revitalized Tucson
A Tucson that respective its heritage, but looks to the sky for inspiration
We are part of a fun, bold, fresh, hip new city
Your concerns (regarding cost)
Not too complex colors
Try to stay to around 3, maybe 4
Next up, a word from your clients (press [right] arrow key)
Filing taxes is...
A real pain
A huge time-suck
to name a few...
I'm most concerned with...
Doing it right
Making sure I have everything I need
Getting the right amount back
Hoping I don't owe that much
Not messing up
Getting everything in on time
Not missing the deadline(s)
Why do it myself, when...
I can find someone who knows what they are doing
There are professionals who do this for a living
I can take all my files to someone else and let them do it for me
I can trust someone who has been doing this for years
I can securely send my files to a certified professional and let them handle everything for me and I know it will get done right and on time.
But who should I trust...
I mean, there are so many options!
Next up, building right brand for Tucson Tax Team
What will make clients trust our new brand?
How will our brand be different from others in our industry and area?
How can we make our brand truly unique and 'ours'?
In other words:
1. Building trust
2. Setting us apart
3. Making it ours
The most difficult task
Trust is highly contextual
It takes more than a great brand identity to build trust
Consistency builds trust the best
Having professional-looking graphics and messaging helps too
Being honest, sincere, and transparent
Showing clients you care more about them than 'the other guys' do
Being highly knowledgable about your job and proving that to your clients
Setting us apart
Popular existing Tucson logos
Reviewing your initial ideas
Play with the 'T' 'T' 'T' in the name (Let's play!)
Add a desert design element (Been done)
Saguaro for the 'T' (Been done a lot!)
A sunset (Let's play!)
An outline of the Catalina Mountains on top of the name (Been done)
No snakes or scorpions (Agreed)
Making it ours
We have a unique 'TTT' in our name
We are in Tucson, home to several unique attributes, but none more breathtaking than...
A Tucson, AZ sunset
A Tucson sunset is...
Never fails to amaze
Amazing to behold
If tax filing is scary, stressful, and nerve-wrecking...
then I want the person/brand I trust to make me feel the complete opposite: Calm, stress-free, and happy
In other words...
Our brand should use color to evoke the same peaceful feeling of a Tucson sunset
Our brand should play with the three 'T's in our company name to bridge the gap between the tax world and our client's mindset
Our brand should avoid common design elements found in other Tucson logos to help further distinguish us as a trusted, professional and genuine business who's main goal is helping our clients file their taxes
Next up, unveiling our new logo and brand identity
Our new logo
and brand identity
(about time, right?)
First, in black and white
View next slide to see logo
Here it is reversed out
Allow me to explain...
The 'T's are also plus signs
This creates a visual connection to math and accounting & helps bridge a gap between the tax world and other worlds
Each word of the business name is on it's own line
This again visually relates to mathematics, as if each word adds up to a total tax package
Next up, a splash of color!
Our new logo
Now in color!
Remember that sunset?
Here it is again just in case you forgot...
But how do we translate this natural, beautiful gradient to our new logo?
Simple, press [DOWN] to see!
Let's see them side-by-side
Three bold colors of the sunset:
Here's the logo in color again
But let's not stop there.
Next up, adding it all together (literally)
Adding it all together
Let's do something with the '+' sign that adds new depth to our brand
Press [DOWN] for a quick animation
There's more below
The combined '+' symbol: Our new brand mark
'+' symbol explained...
It combines all 3 colors into one symbol
The color gradation from Grape to Raspberry to Orange creates a vibrant, natural gradient that mimics a Tucson sunset in full glory
As you will see next, it really ties everything together
Front side has the logo
And the new gradient hugging the right side
Back side has contact information
And the gradient hugging the left side
When placed side-by-side...
The gradient joins the cards, and the blocks of text on the back of the card line up with each word from the logo on the front
Here are all cards
Note the '+' mark to the right of your names
This is as if to say:
Mona (and her experience)
Amy (and her experience)
Lynn (and her experience)
But wait, there's more!
Every great brand needs a tagline, right?
The perfect takeaway
A tagline that says it all
What do we have so far?
New logo (embodying the Tucson sunset)
New brand mark (the plus sign)
How can we truly tie it all together?
With a tagline. But not just any tagline.
'Short and sweet' usually
Speak to the core of a business's values
Sometimes offer a play on words
Relate directly to the graphical elements in the logo
With that, your new tagline locked up to your new logo
See the next slide
Speaks directly to the service and convenience you offer as a boutique tax firm
Ties directly into the 3 plus signs in the logo
Comprised of two equally short words that are instantly memorable
Says more with less (a hallmark of great taglines)
There's one more thing I want to show you...
A mock newspaper ad
Since we are a 'Team'...
And it is common to refer to the Tax 'Season'
It seems appropriate to play off those buzzwords
Let's see an advertisement for Tucson Tax Team that compels sports-fans to pick us this Tax Season
The headline and body copy each span 3 lines, like the logo
The background uses brand colors to symbolize a Tucson sunset over the Catalina Mountains
The tagline acts as a sentence closer as customers read the statements above.
The logo is in the bottom left, in line with natural flow of reading
The brand mark (plus sign) follows to the right
Below the mark is contact information, mimicing the logo in color and alignment
Press [RIGHT] for the wrap-up
Approval and next steps
A new logo that embodies the bold new Tucson mentality
A color palette that highlights the serenity of a Tucson sunset through the use of vibrant, warm, inviting colors
A brand mark and tagline that compliment each other and ultimately speak volumes to our company mission
Professional-looking business cards that present the brand and each agent as an experienced tax representative
An example of a newspaper advertisement that showcases the new brand in full effect
Upon your approval, we need to print business cards
I like to use gotprint.com, as they offer competitive pricing on orders of 500-1000 cards (usually $25 including shipping for 1000 cards)
If not approved, please let me know your feedback or concerns and we can proceed with any necessary edits