OŻÓG TAX FIRM – REPUTATION AND COMPETENCE DESIGN
Ożóg i Wspólnicy Tax Firm is one of the best Polish firms that specialise in broad tax optimisation. 2014 was an important year for the firm. Changes to the organisational structure, extension of competences into other (than tax) legal areas – all that characterises an organisation that after a phase of organic growth starts to consciously manage the value of its brand. The previous outdated and only marginal identification of the firm matched neither the changes occurring in the organisation nor its class or importance.
Rebranding of Ożóg i Wspólnicy tax firm was to be a clear message for both its clients and market competitors. The change could not go unnoticed. Following the changes in the organisation, we had to make the image of the firm more professional, emphasising its size and importance. The name, so far the name of Irena Ożóg, PhD, the firm’s founder, was to become a separate branding entity – a brand that functions without reference to its founder.
A new one-item logo, limited to the brand name, to build a strong brand. There are no additional symbols that would distract the message of the core, i.e. the name itself. In the new system, the name is the central identifier strengthened with a border – a fixed rectangular background – a ribbon or “label”. The simple, innovative, contrasting border as a spotlight “lightens” and exhibits the name. The field acquires new meanings in the system thanks to diacritics whose intriguing and provocative location touches upon the upper line of the field. With the graphic concept, we demonstrate our attachment to detail and its fundamental role in solving the problems of the firm’s clients. The fact that the diacritics, that is the details, touch upon the border of the field on which the name is located, evidences that the firm is exceptionally insightful – it explores all the possibilities within the applicable law, and it forges the optimal, i.e. maximally good solutions.