the X factor
Tax Traders brand identity
When you’ve got it, you’ve got it. The only problem was Tax Traders didn’t know how to project its X factor to the world. So its brief for a logo soon turned into a full-blown brand identity development. To start, we suggested a change of name from New Zealand Tax Trading Company. Then we utilised the angles from the X to form a distinctive and memorable identity. X represents the idea they are bringing something new to the market, as genuine game changers.
A bold simplicity based on a black and white colour palette cuts through the mediocrity to say ‘this is who we are’. We say bold because it’s not easy to pull off such simplicity without it looking like a black and white photocopy. The beauty lies in the detail that is not obvious at first sight … the gloss on matt finishes and so on. While the choice of photography (natural beauty rather than the glass towers) answers the need to appeal to big and small business throughout New Zealand.