Marilyn Hicks Identity Design

Client: Marilyn Hicks, Independent Tax Specialist

Marilyn is a self-described “independent tax specialist”—not the most visually stimulating of titles. We began her identity project with a logo.

Final Logo

After initial discussions, we realized that the logo needed to express two slightly contradictory concepts: it needed to radiate an air of professionalism and trustworthiness, but it also needed to seem friendly and approachable. After brainstorming a slew of options, we settled on this result. The typography is very classical and professional, but the smile adds an unexpected element of play. This is particularly effective for Marilyn (as she is her brand identity) who radiates warmth and friendliness.