On the eve of Intuit's 40-year anniversary, a multidisciplinary team composed of both internal brand designers and San Francisco-based Moniker was assembled to reimagine Intuit’s visual identity.
A new visual system has been constructed, blending equal parts historical brand equity with future-looking visuals. A completely redrawn logo sits at the center of this refresh, which sees an increased stroke weight to embody a bold future-defining business strategy, a geometric construction to visualize an AI-driven financial technology platform, and organic curved moments in key letterforms to retain a sense of humanity. Surrounding the logo is an expansive system of visual styles including a new primary and secondary color palette, typography scale, photography direction, and a new layout element called the I-beam. The I-beam draws direct reference from the letter “I” in the logo, represents the idea of a building block within Intuit’s global technology platform, and can be used as both an implicit and explicit layout grid element.
Entry Type: Single Entry
Primary Role of the Designer: Designer as brand steward
Client Relationship: An in-house on-going relationship
Intention of the Project: Re-launch, redesign, or update of an existing product, service or program
Development Budget: Decline to state
Production/Execution Budget: Decline to state
Source of Funding: Client
Creative Director: Executive Creative Director: Nicole Parente-Lopez; Creative Director/Design Lead: JP Ramirez; Agency Partner: Moniker
Designers: Moniker, Molly Bramlet, Sumangla Bishnoi, Alexa Sparacio
Researchers: Kim Venable, Pritica Hogg, Jen Guzman
Other Credits: Strategy: Ed Brinkman and Jamie Winterbottom; Motion Design: Nick Jonkman 3D: Where Giants Roam
Intuit Visual Identity Refresh
Brand and Identity Systems
Winner - 365: AIGA Year in Design (2022)
Title: Intuit Visual Identity Refresh
Design Firm/Agency: Moniker
Client Location: Mountain View, California, USA
"The logo refresh for INTUIT relies on an understanding of how typography can achieve a lot with restraint. I appreciate the wonderful rhythm achieved through letterform shapes that with a simple gesture (turning it upside down) provides a different reading. The repetition of the "T" creates a sense of typographic symmetry and stability. The use of a single color throughout the design system provides consistency-- I can't help but think of "Big Blue", the nickname accorded IBM back in 1980-- for obvious reasons, but then again, no company "owns" a color. It will be up to the success of INTUIT over time when the immediate recognition of a color can be assigned to it."