From Potential


Taylor & Taylor are an established, respected family business in Bolton, Greater Manchester. They specialise in a variety of financial services, from savings and investments to insurance protection and tax planning.


Taylor & Taylor have provided trusted financial advice for over 30 years, and are now gearing up for the next phase in the firm’s journey as son Ross Taylor prepares to take over from his father, Chris. They wanted to reinvigorate their branding to reflect this change. Chris and Ross enlisted Uniquity to create an updated version of their current brand – familiar, but with a fresh, modern update to signal in the new era.

To Performance

Taylor & Taylor have a reputation for building great relationships and therefore helping clients to do what they want. They make the complex simple, providing clarity around what can be confusing work, which is what their clients love about them. They leave no stone unturned, and it’s this level of exacting attention to detail that sets them apart from the crowd.

We distilled this approach into a short strapline – ‘Making the Complex Simple’. It signals their dedication to clarity and transparency, and operating right on their clients’ level. Wherever clients see their brand, they’ll know they’re in safe hands. This underpins the heart of Taylor & Taylor’s brand, so it emerged very naturally from the very start of the rebranding process. With this as a yardstick, we moved on to the matter of the visual identity.

Creating a new visual identity is a balancing act. We agreed to preserve the familiarity of the original branding, whilst modernising and refreshing. It was decided that we would remain in the blue colour palettes to preserve a trace of the old identity, but paired it with a striking, bold. sun-yellow accent to create a crispness and vibrancy. The original serif font evolved into a clean, modern sans-serif, from which a simplified monogram was born. The new typography is smart and sharp, like a new suit; the vibrant and stylish primary colours are simple yet striking.

The newly refreshed brand will guide Taylor & Taylor into a new era, recalibrated for continued success.

“We engaged Uniquity to refresh our brand identity and deliver brand guidelines for our established Financial Planning business. They guided us through a process to define our brand strategy and identify what is unique about our business. This gave us clarity about what we wanted to stand for and has ultimately delivered a brand identity that we are extremely proud of. We now have a style guide for brand that can be used to enhance our entire client journey.”

Chris Taylor