For TurboTax, it’s through the checkmark—an iconic symbol that, when animated, taps into the powerful feeling of achievement, making it instantly recognizable and emotionally engaging. This distinct motion element flows through every aspect of TurboTax’s brand from typography to product interfaces to marketing assets. Each movement reinforces the brand’s core message of progress and completion.
By embedding this emotional cue into every touchpoint, TurboTax ensures that the brand feels consistent, purposeful, and deeply connected to the user experience, making the journey through their services feel not just functional, but rewarding. In the end, it’s not just about creating movement—it’s about making each moment memorable, with purpose and meaning behind every action.
For TurboTax, Progression, Structure, and Achievement form the foundation. At the heart of it all is the iconic checkmark, brought to life through motion to create an emotional connection connection at every touchpoint.
Progression helps users feel like they’re moving forward, building confidence along the way. Structure makes things clear, helping users make decisions with ease. Achievement adds that satisfying feeling, turning a complex task into a rewarding experience.
When these principles come to life through motion, they do more than look good—they channel a sense of achievement, strengthening the emotional link between brand and user.