I was pretty surprised to see Intuit change its corporate logo. In the past, I've used both Intuit's TurboTax and H&R Block's TaxCut. For my own reasons, I like TurboTax better. Recently, I went to their site and almost thought I misclicked on my bookmark. The Intuit logo is never really prominent on its boxes. Whether for Turbo Tax or Quicken, the packaging always blaringly screamed out the product name(and still does). Also, the company's TurboTax headquarters building in Southern California doesn't even sport the corporate logo (Turbo Tax signage sits in its place).
So, I really wonder why they changed their well recognized logo. Unlike companies that are currently undergoing a logo change (such as Ford or Xerox) as part of on overall image makeover to actually distance themselves from their recent stumbles and fumbles, Intuit is a very solid company with a pretty loyal customer base.
Their old logo was fairly ageless. Sure, it's always possible to argue that it could use a makeover precisely because the corporate logo wasn't ever used prominently ahead of product branding, logo looked outdated, etc ... but those arguments would be forced at best. The new logo looks more like "fashion of the moment" over style. Looks very Facebook (hip) to me with a dash of IBM blue (serious). The shifted "i"s are suppose to look hip, too ... I think. They're suppose to look like two stickmen.
Another thing caught my attention. On Intuit's homepage, visitors see the new corporate "I'm cute, right?" logo. But, if you go to the page for TurboTax, the old corporate "you recognize and respect me" logo pops up. Intuit has over 8,200 employees. Maybe hiring one more person to ensure that the new gazillion dollar logo is put to use is not such a bad idea ... geez.
Which reminds me ... "Why not?" is rarely ever better than the "Why?"
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