When you’ve got it, you’ve got it. The only problem was Tax Traders didn’t know how to project its X factor to the world. So its brief for a logo soon turned into a full-blown brand identity development. To start, we suggested a change of name from New Zealand Tax Trading Company. Then we utilised the angles from the X to form a distinctive and memorable identity. X represents the idea they are bringing something new to the market, as genuine game changers.