We recently did the new visual identity for Skatteetaten, The Norwegian Tax Administration. Other than having to keep their old symbol, we gave Skatteetaten a complete make-over.
Paying taxes isn´t considered fun. With Skatteetaten´s new identity we aren´t trying to convince people it is, but we´re trying to visualize the fact that your taxes contribute to a greater good.
When looking into Skatteetaten we found surveys that showed people had negative connotations to their old pie chart logo with the detatched piece. Of course, paying taxes isn´t the government taking a chunk of your money. It´s your contribution to the welfare state. And that´s the story we wanted to tell. We created a set of illustrations using pie charts as a center, with pieces of the pie enlarged to become much larger than the pie it self. These illustrations are meant to show that the small part of your "pie" you pay in taxes, is part of something much bigger than the pie. It´s what runs the country.
These playful illustrations in a warm colour palette combined with a tight typographic system, creates a visual identity that´s serious and coorporate, but not dry and boring.
