Tax prep without the dread.

The brief

The problem: tax services brand themselves with columns, shields and eagles, everything that makes a small-business owner feel smaller. Taxon promises stress-free small business tax, so the brand had to lower the blood pressure on sight.

The identity answers with softness: a pill-shaped O in calm blue, a fingerprint drawn in the same rounded line, and the reassurance printed where owners will see it: tax prep starts here.