I asked my Mom (who lives in Middle Ga and my Dad is retired military so they are part of their target audience) and she can’t read most of them. She liked 3 and 4 as well, but doesnt’ like the star because “I don’t like people messing with the flag”. I then explained to her why they wanted the red white and blue and she said “okay, but don’t put the star in the middle where it makes it where I can’t read the words. Put it on one side or one on each end.”

I hope that helps.

I agree with Kyle. I would read this blog and get your parents to read it with the understanding that the logo is the visual representation of the company. You want something that is most representative of the culture that exists when inside the company.

Check out this post from the Matchstic blog. Really incredible blog on just marketing.

http://matchstic.com/blog/?p=3927 It’s about rebranding but hopefully the connection can be made from the visual image to the culture of the company.

But without knowing your parents stories, I’ll give some feedback on just the visuals….

Option 1: looks really new school, with the new slick tech feeling of the military. Strong typeface with modern look. Sleek is the word I would use to describe. If the tax service is really tech-savvy I think this is the option to go with.

Option 2: Word Service jumps out to me, maybe a bit too much. I think TC would be lost in translation in most parts. The flag is good though and would give you more of a story to pair along with your target audience.

Option 3: Probably the one that I like the best. TC is clear.
Tax Service is also clear. Their is a distinction that they do taxes. I would definitely use the blue of the three colors to have tax service in. It’s the most calming of the three colors. Overall on limited backstory, it’s my pick.

Option 4: See Matt’s comment’s on running for office

Option 5: Similar feel of option 1. I like this option as well and would be my second choice.

Hope this helps. Sorry for the length of the comment.

Good Luck!!!
J.C.´s last blog ..Getting involved in the wave

I agree with what Kyle said and have some other thoughts. I feel the red, white and blue combinations are outdated…They could look better by using more updated shades of red and blue…and/or incorporating gray, a popular neutral, to give it an updated look. Even going with a high tech look of red, white and blue…like shiny metal, 3 dimensional look (my son does this on photoshop) it looks awesome and would modernize the classis color combo.

Not sure of your dad’s target market…but these don’t seem like warm logo’s to me. If they’re going for family types then warm, evoking trusts and family would be good…these logos evoke rigid, systematic to me…not a “trustworthy” “caring” tax guy. But, hey, if that’s what he’s going for…Of the 5, I’d choose number 5 because the TC stands out (like Kyle said though…don’t know if that is recognizable enough or if it distinguishes enough from the competition)…Number 3 was second, like the swooshing star, but the TC is not clear and it then makes Tax Service look generic.

Thanks for asking…it was kinda fun doing someone else’s logo…I’ve been agonizing over ours for months! There’s a lack of balance between funds, time and agreeing!

So…clergy folk follow different tax rules???

Lucy

Dave
David Wakerley´s last blog ..Right on!