Intuit
Identity Elements
Signage
Visual Systems
From a product mindset to a small business ecosystem
Intuit started small in 1983 with Quicken personal finance software, simplifying a common household dilemma: balancing the family checkbook. Two decades later, Intuit’s revenue tops $2.6 billion, is publicly traded on the Nasdaq, and has been recognized as America's most-admired software company and is consistently rated one of the country's best places to work.
With its flagship products — Quicken, QuickBooks, and TurboTax — Intuit stands committed to revolutionizing the way people manage their small businesses and personal finances. Blending customer-driven innovation and emerging technology, today Intuit is developing new ways to help banks and credit unions offer easier and simpler online financial services to their consumer and small business customers. Most recently, Intuit is working with leading health care companies to simplify the way millions of Americans manage their health and medical expenses.
Challenges
Intuit needed a refreshed logo and visual system that would work as both a corporate logo and master brand logo for Small Business products.
Intuit’s brand architecture and product naming architecture was unnecessarily complex and not always intuitive
Digital Insight, an Intuit acquisition, wanted to drive differentiation and ultimately financial institution purchase decisions by understanding and executing a meaningful brand framework
Innovative Merchant Solutions, Intuit’s payment division, needed to position each of their two product brands: Innovative and Intuit/QuickBooks.
Actions
Designed a logo, visual system design and guidelines to reflect the company’s uniquely passionate and customer-focused culture
Developed small business product naming architecture that included naming principles for all SBD products as well as a transition strategy
Created a brand development framework and key messages for Digital Insight
Developed brand frameworks and messaging playbooks for two Payments brands (Intuit and Innovative)