This is the brand identity developed by Intuit in collaboration with JKR. Unveiled in September 2026, this project focused on connecting TurboTax, Credit Karma, QuickBooks, and Mailchimp into a single financial technology platform. Intuit's internal creative team also participated in the project.<\/p>\n\n\n\n
Over the past few years, Intuit has expanded its business scope from a company providing individual software to a platform combining data, artificial intelligence, and expert services. However, each product maintained a different name, color, and visual impression. JKR reorganized the brand structure and visual system so that the various services could be understood within a single story called 'One Intuit'.<\/p>\n\n\n\n
At the heart of the new identity is a redesigned wordmark. Beyond serving as a signature displaying the company name, the wordmark functions as an independent symbol and graphic device. Its form expands and connects within the screen, conveying the concept that products and information move within a single system. Intuit has linked this movement to 'Intuit Intelligence,' where AI and human expertise work together.<\/p>\n\n\n\n
Color, typography, motion, and digital interfaces were also organized under a single rule. Core colors create a common background that binds the various products together, while the existing colors and cognitive assets of each service were retained in necessary locations. This approach distinguishes the roles of common and individual elements rather than changing all products to look the same.<\/p>\n\n\n\n
Another feature of this work is the use of the wordmark as both a fixed logo and a variable interface element. From small app icons to websites, videos, and product screens, the same form is applied while changing in size and movement. Users repeatedly encounter the presence of the overarching platform, Intuit, even while using different products.<\/p>\n\n\n\n