Opinion BY Armin

Flight of the Payrolls

If you are a small or medium sized business one of the least fun parts of running said business are probably scary administrative tasks like human resources, payroll, employee benefits and health plans. For those who just don’t want to deal with it, there are Professional Employer Organizations (PEOs) that can be contracted to run these tasks. Among the most popular of these PEOs is TriNet, a California based company established in 1988, that recently acquired another PEO, Gevity, to become the second largest provider. Last month, TriNet introduced a new identity.

In terms of the new logo, the bright blue color indicates a sense of optimism and approachability, while the orange touches on TriNet’s history of innovation. TriNet’s wingmark symbol itself is a representation of the company’s new tagline, designed to show forward movement, direction and progress in TriNet’s business and that of its clients. It also embodies the company’s brand personality of being “driven” while still being attentive to the needs of its clients. The three shapes used to create the wingmark represent the three-way relationship TriNet represents: TriNet as an employer of record, its clients and their employees.
— Press Release

Except for the humongous “e” in the new logo, every element has received a nice upgrade. The most notable change is the addition of the “wingmark” icon, which is a simple and sophisticated animal in flight that is both strong and delicate. It replace the generic triangle from the previous and helped reduce the logo from a 4-color application to 2 colors. The previous wordmark in FF Meta was actually quite nice and I wouldn’t have minded if they had stayed with it, but I do like the more extended wordmark in the new logo, but that “e” really takes up too much space and demands too much attention and it’s flaring a tad more than necessary. Nonetheless, it’s a refreshing redesign that takes TriNet out of the 1990s and into the 2010s.

Update: The identity was designed by Interbrand.

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If you are a small or medium sized business one of the least fun parts of running said business are probably scary administrative tasks like human resources, payroll, employee benefits and health plans. For those who just don't want to deal with it, there are Professional Employer Organizations (PEOs) that can be contracted to run these tasks. Among the most popular of these PEOs is TriNet, a California based company established in 1988, that recently acquired another PEO, Gevity, to become the second largest provider. Last month, TriNet introduced a new identity.

Many thanks to our ADV @ UnderConsideration Partners