What really matters –
Finding your way out of the tax maze
At Panorama, a tax consultancy in Potsdam, there is no room for tax jargon. They aim to provide clarity in complicated legal texts. The brand values “relaxed, simplifying, leading” made clear that the branding itself should work in the simplest way possible. For this, we used a tool that every tax consultant has at hand: a highlighter.
From a tool to a stylistic device
Minimal and distinctive
A simple mark was elevated to a communication concept. The media become understandable and easy to use. The marking highlights the most important aspects.
The idea
The brand values developed in the workshop — “relaxed, simplifying, leading“ — are applied consistently across all levels of design. The branding itself aims to highlight, mark, and stand out in the easiest way. For this, we use only the tool every tax consultant has at hand: a highlighter. The simple act of marking something is elevated to a clear and memorable communication concept.
The solution
It’s almost too simple. In neon green, we highlight what really matters. This orientation in the tax maze is of great value to the clients. The monotonous base of a black-and-white typography represents the stereotypical text- heavy documents. This monotony is disrupted uncompromisingly by the accentuated neon green color.
Simply highlighted
Overall, this design concept aims to present the tax advisory services of Panorama in a clear, understandable, and user-friendly way, achieving simple yet effective brand communication.
