How JKR used the letter ‘i’ to give Intuit a sweeping rebrand

You’ve heard of Mailchimp, TurboTax, Credit Karma, and Quickbooks; and chances are good you might even be able to picture their logos or recall a memorable ad. But what do you know about their parent company, Intuit? The most likely answer to that question (not much) is one of the main reasons that Intuit approached the branding agency Jones Knowles Ritchie (JKR) a year and a half ago to rethink its identity. The brand has spent nearly a decade expanding into a broad financial tech platform....