H&R Block was revitalizing its organization with a new vision to expand well beyond its traditional role as a reliable, approachable tax expert. Through acquisitions and new business development, H&R Block had developed a portfolio of diversified product and service offerings designed to meet all of the financial needs of current clients, as well as prospective clients. From home mortgages to financial planning and investing, H&R Block’s vision was to become an approachable provider of financial services to Main Street America. Landor developed a new corporate identity system, anchored by the green block. The block—an obvious graphic representation of the company’s name—expresses the solid relationship between H&R Block and its customers. Overall, the contemporary identity system communicates a dynamic, new and expanded H&R Block that is emotionally engaged with its financial services clients.