Okay, my design question isn’t really random, it just doesn’t have anything to do with kids or church ministry.
My parents own their own tax business. They’ve been a part of a franchise for the last 5-6 years, but now they’re out on their own. They’ve selected their name, but now they’re working with a design company to develop their logo. They’ve got several really good options on the table and they’re needing to select one concept that they’re going to take further. My good friend Matt McKee had some really good advice that I think they’ll take into consideration in the revision process. However, I wanted to get some feedback from a general audience as well. Most of the readers of this site aren’t in the “tax business” but everyone has to pay taxes. So, as a general tax payer, which of these concepts do you connect with most.
Oh, let me give you the context. The franchise my parents were with last had a logo that was Red, White and Blue. Matt asked if my folks were doing taxes or running for office! 🙂 My parents have a strong presence in their city and felt it was good to incorporate those same colors to continue to connect with their previous clients although their name has changed. Their company is in South Georgia in the same town as a large Air Force base with many military clients, which also is reason for the star and the patriotic colors.
Okay, now that you know the context, what do you think? What would stand out the most to you as someone looking for a company to do your taxes?
So what do you think? What option do you like and why? What would you revise to the option you like?
BTW, you may say “I wouldn’t really know about this because I got to a CPA for my taxes.” If that’s you, you’re probably paying too much to have your taxes done. Clergy taxes are more complicated and unfortunately CPA’s are usually better equipped to handle our taxes, but we pay for it in the end. My parents are experts in tax law, especially dealing with clergy. So, if you think you’re paying too much to have your taxes done, you should give them a call. Contact me and I’ll connect you with them. Read more about this here.
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While all of these logo’s a graphically polished your parents may want to consider what story they are trying to tell. For example in nearly all of these logos the intials TC all but disappear. How many other companies will they be competeing with that have “tax service” as a dominate part of their name? What does the TC stand for? Can that be used to imply personal service and care? Experience?
The color scheme is also something to consider. While the reasons for including the “red white and blue” are good ones an alternative might be to include a flag simular to what you see done here. http://www.newsok.com
Just my opinion.
I like No. 3
.-= David Wakerley´s last blog ..Right on! =-.
I agree with what Kyle said and have some other thoughts. I feel the red, white and blue combinations are outdated…They could look better by using more updated shades of red and blue…and/or incorporating gray, a popular neutral, to give it an updated look. Even going with a high tech look of red, white and blue…like shiny metal, 3 dimensional look (my son does this on photoshop) it looks awesome and would modernize the classis color combo.
Not sure of your dad’s target market…but these don’t seem like warm logo’s to me. If they’re going for family types then warm, evoking trusts and family would be good…these logos evoke rigid, systematic to me…not a “trustworthy” “caring” tax guy. But, hey, if that’s what he’s going for…Of the 5, I’d choose number 5 because the TC stands out (like Kyle said though…don’t know if that is recognizable enough or if it distinguishes enough from the competition)…Number 3 was second, like the swooshing star, but the TC is not clear and it then makes Tax Service look generic.
Thanks for asking…it was kinda fun doing someone else’s logo…I’ve been agonizing over ours for months! There’s a lack of balance between funds, time and agreeing!
So…clergy folk follow different tax rules???
I agree with Kyle. I would read this blog and get your parents to read it with the understanding that the logo is the visual representation of the company. You want something that is most representative of the culture that exists when inside the company.
Check out this post from the Matchstic blog. Really incredible blog on just marketing.
http://matchstic.com/blog/?p=3927 It’s about rebranding but hopefully the connection can be made from the visual image to the culture of the company.
But without knowing your parents stories, I’ll give some feedback on just the visuals….
Option 1: looks really new school, with the new slick tech feeling of the military. Strong typeface with modern look. Sleek is the word I would use to describe. If the tax service is really tech-savvy I think this is the option to go with.
Option 2: Word Service jumps out to me, maybe a bit too much. I think TC would be lost in translation in most parts. The flag is good though and would give you more of a story to pair along with your target audience.
Option 3: Probably the one that I like the best. TC is clear.
Tax Service is also clear. Their is a distinction that they do taxes. I would definitely use the blue of the three colors to have tax service in. It’s the most calming of the three colors. Overall on limited backstory, it’s my pick.
Option 4: See Matt’s comment’s on running for office
Option 5: Similar feel of option 1. I like this option as well and would be my second choice.
Hope this helps. Sorry for the length of the comment.
.-= J.C.´s last blog ..Getting involved in the wave =-.
I am in the process of rebranding my site/business as well and it’s fun and a lot more involved than I thought initially! #3 is my favorite. I might separate the T more from the C so those letters are more clear. I think the star would look as good between them with a little more space. I was advised that when you use multiple colors in your text like in #1 & 5 to be sure to print it in gray scale and see how you like it. If they are using the logo in letterhead and sending documents electronically then many times it will likely be printed in black & white and this is a consideration. I wish them the best of luck in their rebranding!
Ok, I like 3 and 4 because to me those are the ones that the TC is easiest to read. 4 does look like a campaign poster though. On #2 the T looks almost like a backwards F. I like the last one, but I’m not loving part of the X in blue. I keep thinking I’m missing the reasoning for it. Is it supposed to represent something?
I asked my Mom (who lives in Middle Ga and my Dad is retired military so they are part of their target audience) and she can’t read most of them. She liked 3 and 4 as well, but doesnt’ like the star because “I don’t like people messing with the flag”. I then explained to her why they wanted the red white and blue and she said “okay, but don’t put the star in the middle where it makes it where I can’t read the words. Put it on one side or one on each end.”
I hope that helps.