“Knight in Shining, Tax-deductible Armor”
(Est. 1990) “TaxSlayer makes life simpler and less stressful for millions of Americans with exceptional, easy-to-use technology. Trusted for over 50 years, TaxSlayer saves business owners, tax professionals and individual consumers time and money with high-quality, high-value financial products. In addition to offering the top-rated tax preparation software, support, and tools, TaxSlayer’s products are radically transforming the legal, bookkeeping, and HR/payroll arenas, helping small business owners better serve their customers. The company successfully completed more than 10 million state and federal e-filed tax returns in 2017, representing a 200% increase over the past three years. TaxSlayer’s software was ranked #1 for five straight years in numerous categories, including overall satisfaction by the National Association of Tax Professionals (NATP).”
Wier / Stewart (Augusta, GA)
TaxSlayer’s success has always depended on one thing: empowering customers. The entire enterprise is built around taking the daunting task of taxes and giving people the tools to handle them. The helmet symbol, central to the new identity, represents the TaxSlayers, the customers, who are not simply the borrowers of the sword and shield, but the foundation upon which the company is built.
The lack of an icon associated with the former TaxSlayer identity offered a big opportunity to shift the brand via the development of this asset.The new icon aligns with the personality of the company – innovative, tech-savvy, friendly and relevant.
Images (opinion after)
The old logo, typeset in the near unusable ITC Eras, was undoubtedly bad and the underline swoosh didn’t help one bit. The new logo features a killer icon of a knight’s helmet that also happens to show a “T” and plays off of the name in a simple, charming way. The execution is just right too, with the bare minimum of detail for people to understand what it is and making the icon very functional. The wordmark is kind of dopey, trying to keep the quirkiness of the “a”s from ITC Eras — nothing should ever be kept if the precursor was ITC Eras. The gaps in the “a”s are mostly distracting. Applications are fine, nothing too interesting, but the use of the icon with portrait photography for advertising is pretty cool, clever, and a smart use of the great icon. Overall… Slay!