A New Look for Intuit

I know I reported being out all month, but Isaac is on the job and this is too good to pass up ..... so ......

Okay, so this isn't exactly "hard news," but since Greg is off on his Brazil adventure (for a month!), I thought I'd give the readers of The Tech Gap a few updates during this time.

Brad Smith, Intuit's new CEO, unveiled a new new logo on Wednesday, April 2. The company says the move is part of a new branding strategy in conjunction with its 25th anniversary year. "The brand will be rolled out gradually on the Web and in conjunction with product launches beginning in the fall," according to Rich Walker, Intuit media relations. "This refreshed brand will place new and broader emphasis on the Intuit name. It will serve as our corporate brand and as the master brand for our small and mid-sized business products."

Well, logos are hardly something to get too excited about, but I think the new Intuit logo has some interesting design elements, starting with the two off-set dots from the I's in Intuit, placed over the T's, and forming people figures. As a coincidence that company founder Scott Cook couldn't have foreseen 25 years ago, the two "people figure" letter Ts frame the letters U and I. Ahh, it's all about the people.

Intuit used the brand consulting firm Lippincott for the redesign.

-Isaac M. O'Bannon

Technology Editor, The CPA Technology Advisor