Refreshing the TAO Solutions brand after 10 years in business

The TAO Solutions Visual Identity Design & Brand Refresh

TAO Solutions is a leading global provider of automated solutions for the global asset finance industry. After months of brand development and design wth Now Creative Group, TAO announced the launch of its new corporate identity, redesigned logo, and website in September 2019.

After celebrating ten successful years in business and through a careful analysis of the company’s former branding, the TAO team determined it was time to modernize and refresh the company’s image and enlisted the team of brand strategists and designers at Now.

The project included a new logo for the parent brand, in addition to consistent identifiers for three sub-brands, the company’s current products (LeaseSpark, MortgageHub, and SecureHub).

The existing logos did not share the visual consistency of brands that belong within the same family, as seen below:

The new visual identity design featured updated typography, colours and a unifying icon, and provided a more professional image to match the current state of the company. The new designs are featured together, here:

This brand refresh was very timely, as the company planned to scale and expand the business significantly.

Aaron Seaton, the CEO and Co-Founder of TAO Solutions, shared that “over the next 12-18 months, we have plans to scale our business and move into new international markets. By the end of 2019 we will have opened offices in the United States and the Asia/Pacific region as part of our mission to expand our global reach.”

“Our new identity better represents the company’s comprehensive offerings and value to customers globally. This is an exciting change for TAO and the new brand identity demonstrates our evolution as a company as we enter this new phase of our development.”

Aaron Seaton, CEO and Co-Founder of TAO Solutions

The project also included a completely new website for the company, with consistent, branded landing pages for each distinct offering.

The new branding was debuted at the Canadian Finance and Leasing Association annual conference in Vancouver, British Columbia at the end of September.

To learn more about TAO Solutions, visit taosolutions.ca.

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